How Apple and Nike have branded your brain | Your Brain on Money | Big Think

How Apple and Nike have branded your brain
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Powerful branding can not only change how you feel about a company, it can actually change how your brain is wired.
"We love to think of ourselves as rational. That's not how it works," says UPenn professor Americus Reed II about our habits (both conscious and subconscious) of paying more for items based primarily on the brand name. Effective marketing causes the consumer to link brands like Apple and Nike with their own identity, and that strong attachment goes deeper than receipts.
Using MRI, professor and neuroscientist Michael Platt and his team were able to see this at play. When reacting to good or bad news about the brand, Samsung users didn't have positive or negative brain responses, yet they did have "reverse empathy" for bad news about Apple. Meanwhile, Apple users showed a "brain empathy response for Apple that was exactly what you'd see in the way you would respond to somebody in your family."
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TRANSCRIPT:
NARRATOR: Coke is just soda. Tylenol is just acetaminophen. And Levi's are just jeans. Yet consumers go out of their way to select these specific brands over others.
AMERICUS REED II: An economist would say,"How is this possible, that a rational consumer would be willing to pay more for exactly the same thing?" We love to think about ourselves as rational. That's not how it works.
A very famous study done by colleagues at Duke University flashed either the Apple logo or the IBM logo to two randomized groups of participants.
NARRATOR: The study found that after being subliminally exposed to the Apple logo, compared to when you'd been exposed to the IBM logo, participants performed better on creative tasks.
AMERICUS REED II: And the argument is that Apple has been telling you this story over and over again, that Apple is the brand for hip, cool, fun, creative people.
NARRATOR: This is the true power of brands. They can influence our behavior in ways that extend way beyond the point of sale. So to what degree can the influence of brands wreak havoc on our ability to make rational spending decisions? This is your brain on money.
This is Americus Reed. He studies identity and marketing at the University of Pennsylvania.
AMERICUS REED II: When I make choices about different brands, I'm choosing to create an identity. When I put that shirt on, when I put those shoes on, those jeans, that hat, someone is going to form an impression about what I'm about. So if I'm choosing Nike over Under Armour, I'm choosing a kind of different way to express affiliation with sport.
The Nike thing is about performance. The Under Armour thing is about the underdog. I have to choose which of these different conceptual pathways is most consistent with where I am in my life.
NARRATOR: And once a consumer makes that choice, their relationship with a brand can deepen to the point where they identify with that brand like family. And once you identify with a brand, it can shape the way you behave.
AMERICUS REED II: And it's really interesting because they will also, if someone talks bad about that product, brand, or service, they will be the first to go out and defend. Why? Because an attack on the brand is an attack on themselves.
NARRATOR: Michael Platt is a professor of neuroscience, marketing, and psychology whose research demonstrates how our perception of brands influences our decisions.
MICHAEL PLATT: There's an idea in marketing, which is that we relate to brands in the same way we relate to people. It's like, "I love this brand," or, "I hate this brand." Of course, what people say can often be different from what's really going on in their heads.
So we thought, "Well, why don't we just ask the brain directly?"
NARRATOR: Michael and his team observed the brains of iPhone users and Samsung Galaxy users with an MRI machine while they heard good, bad, and neutral news about Apple and Samsung.
MICHAEL PLATT: Apple customers showed a brain empathy response toward Apple that was exactly what you'd see in the way you would respond to somebody in your own family.
NARRATOR: Strangely, Samsung users didn't have any positive or negative responses when good or bad news was released about their brand. The only evidence that Samsung users showed was reverse empathy for Apple news. Meaning if the Apple headline was negative, their brain reflected a positive response.
MICHAEL PLATT: You know, it really shows us that Apple has completely defined the market here. Samsung customers, it seems, from their brain data, are only buying Samsung...
To read the full transcript, please visit bigthink.com/singleton/how-ap...

[@Tensaroxx]

"Brands have steppped in as pillar of our identity" summed it up perfectly🙏🙏

[@blackroute1527]

Facts

[@joelstephenson8017]

This.

[@vkrgfan]

I own Apple products but they don’t define me, they merely serve the function that they supposed to serve. People who lack identity in general grading themselves online with flashy objects because they have nothing else to offer.

[@defaultworkouts]

behind brands is something real - QUALITY.

[@logravl5122]

@@vkrgfan they define a part of you.

[@ReynaSingh]

I think we’re all aware of this, but don’t want to accept it

[@beau9956]

I think we all accept this but don't want to be aware of it.

[@jacksonfurlong3757]

Oh, it's true alright. I just don't see any positive spin to it. Kinda messed up the professor does

[@oceanlabrees5376]

The quality of Apple products allow for a seamless blanket of cutting edge capability toward artistic endeavors. From screen sensitivity for drawing; to smooth 4k recording capabilities that capture breathtaking images with total lighting domination; to mic studio like mic quality with Dolby + equalization options to maximize audio optimization. Now water proof up to 6 meters I dropped my iphone12 in the tub twice and it didn’t stop the KZbin video, didn’t lose sound, didn’t turn off. It was literally just cleaner. Bruh The iPhone 12 isn’t a regular phone This guy is crazy

[@tmengucor]

No, I'm not

[@VIDEOGRAFIKO]

@@obsculor if you were a business entrepreneur who follows everyone else you will not be in business long because you can not compete. The main objective is to be different from the rest which allows you to stand out in a cluttered market. Otherwise you will not be seen or heard. Granted there are techniques and tools which can be implemented such and brand strategy but it does not mean to follow everyone else rather it is to help identify what you believe and makes you unique.

[@pranjalsisodia5003]

Insights for my own reference- 0:25 subconscious Influence of brands on our performance 0:50 How apple achieved it's current image? 1:00 Brands can influence our behavior that extend way beyond the POS 1:25 Choosing brands is about choosing your own identity 2:00 & 2:35 People view Brand of their choice like a member of family/tribe. 3:35 People subconsciously choose a brand because that brand has some form of self-expressive value 4:37 The Anti-Brand Brand 5:00 Fundamental need for us humans to have support systems, which were previously fulfilled by church community universities etc 5:15 Now Brands have stepped in as pillars of our identity

[@abdullahshah2830]

it's a 5 minute video 😭

[@silly688]

"Brands have steppped in as pillar of our identity"... this is a nightmare dystopia and thez even cheer this on

[@GO.24]

yea like what the hell did he mean by he's motivated to see this in a positive light? lmao

[@DanielBeristain666]

If you don't know who you are, someone else might tell you who they need you to be

[@PrudviRaju222]

a great statement daniel, we always try to identify with something or the other whether it is a religion, actor, or a brand but what we are can only come from being aware of our thoughts and decisions.

[@user-kl6lo7hx4w]

@Just Some Guy without a Mustache are you for real

[@wellington1820]

Perfeito...

[@sirpfa]

Nice one👌🏻

[@rockeytockey6463]

And that’s all she wrote...

[@VIDEOGRAFIKO]

It appears to me a lot of comments here are misunderstanding the concept of this video. It is not about brainwashing people it is about anthropomorphism of an intangible object such as a Brand therefore people connect with it as if it were human. Humans do this all the time with inanimate objects and animals. It appears to me the statement of this video is that when people connect to something on an emotional level it becomes apart of their identity therefore creating loyalty. This can be employed to anything not just brands.

[@alanmorales1500]

Yes i took the meaning of the video at the same way like You

[@VIDEOGRAFIKO]

@@alanmorales1500 I appreciate your thoughts.

[@alanmorales1500]

@@VIDEOGRAFIKO Thank You mate appreciate it, have a nice day.

[@wngdhssr]

the video was crafted poorly hence why a lot of people felt like it was taking a pro-capitalistic stance when it was mainly talking about conformity.

[@richardcelis7816]

@@wngdhssr what makes you believe it is about conformity?

[@dianajunior4026]

IN FOREX/CRYPTOCURRENCY INVESTMENT YOUR FAILURE CANT BE INSURED, AND YOUR SUCCESS ALSO CAN'T BE GUARANTEED UNTILL YOU GOT AN EXPERT TRADER WHO'S A PROFESSIONAL IN THAT VERY FIELD

[@donald6402]

But they are not willing to expose it to us how they make all these huge profits from trading everytime.

[@anthonypaul6201]

It might be we havent met the right people who can teach and expose how forex trading works perfectly to us yet.

[@dianajunior4026]

@Jacob Jonah Understanding the various phases is critical because it can assist you in preparing and forecasting future price movements

[@wilkinson732]

I'm a beginner in trading and wanna reach out to Expert Alisa Herbert fx how and where can I do this?

[@anthonycollins5505]

My job which earns me nothing but bread scrums. Now can take care of my kids, is all thanks to Mrs Alisa Herbert Fx too.

[@alexnovicov]

This is so true. I spoke about this in my book explaining how brands can create and build loyalty by creating purposeful and meaningful brand story.

[@sma.archives]

What’s the name of your book?

[@alexnovicov]

@@sma.archives Not Another Pair of Shoes

[@10sgreatness55]

​@@alexnovicov anywhere we can read it? a pdf is appreciated

[@OurClipRise]

That's awesome!

[@runsett]

When people start analyzing things for how much they are worth, then they will stop buying the brand and start buying the thing

[@wakematta]

I don't fall for brands.

[@k4piii]

Yup, more and more people are aware of that, but we are still minority

[@VIDEOGRAFIKO]

@@wakematta do you own any name brand product?

[@VIDEOGRAFIKO]

If you were to only buy the thing who would make it?

[@wakematta]

@@VIDEOGRAFIKO for example when the product is cloths, it try to buy cloths that don't display any brand on front. (does reply your question?) Of course, that not always is possible. If you going to buy a car, you need to buy the brand yes or yes.

[@DrFaust-tb9nw]

“It is difficult to find happiness within oneself, but it is impossible to find it anywhere else.” - Arthur Shopenhaur

[@IFYOUWANTITGOGETIT]

Schopenhauer ❤️

[@VIDEOGRAFIKO]

I do t understand what this quote has to do with the content of this video. Can you please clarify?

[@nerad1994]

@@VIDEOGRAFIKO finding happiness through materialism isn’t feasible nor possible

[@VIDEOGRAFIKO]

@@nerad1994 I agree but, the content of this video is not about finding happiness within materialism therefore i do not understand how this quote is in context to this video. From my understanding it is bout expressing self-identity with a Brand who's values align with your own.

[@konradr5163]

Thank you. Yes.

[@koustubh]

I agree to most of it but sometimes it's just about trust. Not all companies selling the exact same product can be trusted.

[@nycto16]

Any business/marketing major here?? Marketing the most coolest field ever! I'm currently doing undergrad in business with 3 majors marketing is one of them. I have a plan to do my MSc in Marketing which focuses on neuromarketing and neuroscience, after that I will do my PhD in Consumer Neuroscience.

[@OurClipRise]

That's awesome! Do what you love :)

[@roshansrinivas8729]

As companies get smarter in ways of selling and marketing, it is a must for consumers to get smarter about their purchase decisions too.

[@kirilmihaylov1934]

That's long-ago

[@TheMrExemplar]

it goes backward as for the customers

[@zukimajuqwana5712]

But why? If brands are trying to align with our identities, and we all see ourselves as good people who want to do good things (be kind to the planet, pay our taxes), then why do consumers need to be any smarter? Our interests become aligned as our identities become aligned.

[@oyhrx]

matlab hum bencho mehnat karte rahe on ourselves. there is no other way than working yo ass

[@ausis6214]

@@zukimajuqwana5712 I think smarter consumers (wanting more eco-friendly, people centric) are forcing brands to change. I think it's a iron sharpen iron scenario. Consumers push the brands to be better and not just act like they're being better for PR sake.

[@chaotic_tired5066]

I love my parents and am really grateful cause they raised me outside this "get what works best or whats cheapest, a car is a car, a phone is a phone, tools should follow function"

[@untaken86]

Wait, so what did they suggest you get?

[@sarthak2970]

What's cheapest is certainly not the best but best that you can have with regards to your situation. A car is not just a car but much more . A phone is much more than its brand values. A tool is intend not just intend to follow a function now a days. Tools have evolved. I don't think you get this being busy abstaining from it while trying not to get consumed by it.

[@untaken86]

@@sarthak2970 tell me more. (Not trolling). If the tool is intended not to just follow a function, what is it intended to do?

[@nathansilvestre1866]

It just takes luck to have common sense tbh. I was born without much but was lucky enough to wander and stumble upon things that have taught me great lessons and values. I didn't have role models growing up, but I was always curious and open to new experiences :)

[@chethansagar]

Watch till the end. what did you learn?

[@tangiblewords]

Thanks for this thoughtful video on the power of branding to form personal relationships with brands and also an identity based on brands. Powerful lessons for salespeople and marketers here.

[@bendayhoe]

Great video! I'd love to see the discussion go deeper in regards to brands and (identity) politics 🤔

[@waterproof4403]

"Only the disciplined ones in life are free" - Eluid Kipchoge

[@chaotic_tired5066]

Are you disciplined? I want to be.

[@TheGoodfella2012]

Discipline Equals Freedom - Jocko Wilnick

[@nathansilvestre1866]

@@chaotic_tired5066 I'd say I'm disciplined

[@TheGoodfella2012]

@P Pierre the opposite, their minds are free

[@georgej7141]

Or the ones who can see through these clouds

[@piratenpotter]

I've been working in the PR/marketing industry for over 7 years and I find this a very insightful video on the importance of consistent, positive brand storytelling. Not all businesses can be brands. Often, the only ones who succeed is those who have a clear and solid identity through evoking emotions to consumers (Coca-Coca equals to happiness; Apple equals to sophistication; Nike equals to winning, etc.). Most consumers would not just look at a specs sheet but more on how you make them feel. Really appreciate this talking about that actual science.

[@donjindra]

Yet I don't drink coke, use Apple products or wear Nike. I sure don't equate Coke with happiness, Apple with sophistication, or Nike with winning. I think these supposed associations are marketer's fantasies. They sell the fantasy that they can sell fantasy. So marketers market themselves (that is, the idea of the power of marketing), and that's all.

[@defaultworkouts]

nike makes high quality apparel. compare their stuff to cheaper brands. the jordan line of clothing is soft and tough at the same time.

[@Keviekev115]

they also have timeless logos and products. Nothing to do with brainwashing. Coke tastes great. Others suck. Apple products visually look great, HPs ehh. Nikes logo and clothes look 🔥🔥. Pumas and under armor… nah

[@bobby3210]

Omg yes. I didn’t understood the apple and sophistication but I feel like it’s because you see the consumers of that brand in real life and usually they’re more affluent. Some kids I remember from middle school as an example, then when I bought my first phone, the whole green vs blue bubble debate happened. Once my old android was lost, I bought an iPhone and never went back.

[@Gr3nadgr3gory]

What's sophisticated about Apple? Their Tos? Because you can't claim their products are.

[@copper1675]

2:22 "an attack on the brand is an attack on themselves" this explains so much. There are many brands I like but criticize for a lot of the bullshit they do and ppl get MAD. Never understood what that was about

[@devanshawasthi2938]

You can't change the 90% who aren't aware of these things.

[@nishitbakhru7857]

The book "start with why" is based on this topic. The book says, the brand that have a why (a purpose and belief) will always have loyal customers that share the same beliefs

[@mustafcode]

Thanks for listing the book ! Just looked it up and can’t wait to read it

[@nishitbakhru7857]

@@mustafcode watch his videos as well. Amazing knowledge.

[@asianprideyeex2]

Simon Sinek🔥

[@dystantmind7254]

Lol. This post gave me goosebumps. You said what I was trying to say in my head. Lol. Its just the same with songs. The feelings that the song was born out of will definitely be felt in the listener. These things are spiritual. I feel like consumers are attracted to brands that speak their language (whatever the product is including music) and thats why there’s usually a bond. Its frequencies and resonance. I hope im not saying rubbish😩😩😩

[@nishitbakhru7857]

@@dystantmind7254 exactly, we feel a bond with everything resonating with our frequency or emitting same vibes as ours. PS: Pre-requisite is having same purpose.

[@manuochoa2671]

It's about limbic resonance. As stated in some comments below, anything that triggers us an emotional response will lure us to repeat it. Whether it's a brand, an experience, an habit. But also, it has a lot to do with the image we think we project about ourselves, so in this case brands have developed very specific profiles that we want ourselves to be described by against society, our peers and strangers... While we identify with brands we surrender our fifth to build ourselves...

[@evacody1249]

OK that does not work with tech. The reason more people will go with Android, Windows, Linux and even Chrome is because of having flexibility to do thing there way. It's logically thinking.

[@thelastmelon9446]

I like to think of myself as a rational consumer with no particular brand loyalty but the reality is that when it comes to clothing I will pay next to nothing for clothes that don't display a logo, but if a logo is visible I suddenly become very fussy and am willing to spend much more to show that brand to others who see me

[@invox9490]

I have a brand: "Cheap." That's my brand.

[@seanmurdock2279]

😂👍🏾

[@Waseemmmm]

I, also have a brand: “Broke.” That’s my brand. 💯🙏❤️‍🔥🤝

[@abdirasaqali7775]

Best answer.

[@DirectorHMAN]

With your Apoo watch and Samsang phone 😅

[@bulletprooftiger1879]

@@DirectorHMAN I have a Moto G. $120. Does the same shit as anyone else's thousand dollar* iPhone. Calls, texts, emails, Instagram, maps, camera, music.

[@CARLOSVAZQUEZ-pn3vn]

Basically don't be dumb and buy what you need from whatever company as long as it gives the best value for your money. "Consume to live or love to consume" -Don't remember who

[@FeuerFrei2K10]

My thoughts precisely. Nice one!

[@ofyhwh-0076]

It's all base on what the customer values.

[@r-type4945]

Doesn't work like that, because upfront you don't really know the quality of a product unless you're an expert in a certain field. We've all been there: buying a supposedly good product for a good price, just to be annoyed shortly after by its poor quality. Brands work as an orientation in there, giving you a feeling of security that you've purchased a good product. On the other hand we subconsciously know that they give more effort, as they have a reputation to lose.

[@twinkletoes1507]

Me too!

[@Niteshcool12]

"It's really easy to be default whereas being custom is hard"

[@RobertoHammer]

This is one of the most inspirational video I've ever seen in my life about branding. I'm feeling inspired to be a researcher in the area. Thanks a lot!

[@edouardthomas2035]

that is actually the best video I have seen in my life, I became a full-time advocate for that video that changed my perspective on life forever

[@cutestuff59FR]

Thanks for this! I was focused on "brand awareness" goal for the past few months and I was wondering if I did things right. Showing up every single day to put my brand in front of my customers and it was exhausting at times. Now I know I'm on the right path xo

[@theylied1776]

The reason why I exclusively buy Samsung phones is that a Cell Phone is a tool, not an extension of a lifestyle. And did anyone else notice that both researchers wore Converse All-Stars Chuck Taylors? Their choice in casual footwear is conditioning as well.

[@JOMFSE]

He also called Samsung users haters. Rather than saying something like “they felt positive emotions from bad apple news, because it justified their purchase and made them happy to not be in the cult” Great vid tho

[@yoursubconscious]

As an Apple user, I feel offended! haha☺️🤣

[@CatholicForDemocrats]

Same reason I use a Chinese brand called Realme its a great brand with cheap prices and only people that know about IT or technology know that brand doesn't matter the thing that matters is the quality and the price

[@VIDEOGRAFIKO]

@@CatholicForDemocrats I disagree what you believe matters most is quality and price it may not be what others think. Therefore the Brand you align with aligns with what you believe with your identity which is what this video is about.

[@blugaledoh2669]

What about apple ecosystem?

[@Pollymichaelis]

No matter if you love or hate Apple, they absolutely win at marketing and brand loyalty

[@ExNihilo634]

Yeah it’s true but at the end of the day, I tried to products and they are actually higher quality and last longer than competitive products out there (which I have also tried) so that’s what keeps me going back, not just pretty and emotive branding

[@tre-moon-dous6122]

In another word "they have us by the balls"

[@Pollymichaelis]

@@ExNihilo634 Yes yes don't worry I am an Apple user too and I agree!

[@Pollymichaelis]

@@ExNihilo634 The best way to keep your loyal customers is by providing true value and Apple and Nike knows that!

[@Xxrocknrollgod]

People who are brand loyal are stupid

[@guptaaniket274ag]

I appreciate your informative videos but more than that I love the animation, scenes and ways of depecting every small details about anything in your videos. Your video are fab......❤

[@OurClipRise]

Yes their videos are great :)

[@majidali-iw4if]

As one wise man said Don't be a fan of company Be a fan of the product

[@existncdotcom5277]

.“True terror is to wake up one morning and discover that your high school class is running the country.” - Kurt Vonnegut

[@kepspark3362]

*the world.

[@ziguirayou]

Just a reminder: all those arguments about brands are based on the assumption products/services are similar, which isn't always true. So take it with a grain of salt.

[@Q-BOT]

Yes and no. I guess it depends on how important specifics are to you. Two phones take pictures, but one has higher specs. Both are acceptable in terms of quality, but one is, again, slightly improved. This example plays so well with the apple/samsung dichotomy and speaks to the images they portray/identities they embody.

[@steviesevieria1868]

@@renegadepuppy Only trouble is Toyota is trying to roadblock the EV revolution and giving money to anti-American Trumpy’s as well. I agree the Toyotas are better built, but their company is rotten to the core. And yes I own two Toyotas but I won’t be buying any more .

[@defaultworkouts]

yes, a ford focus is just as good a car as a BMW 3 series. absolutely yes

[@alexmartian3972]

@@defaultworkouts sure, also, if one only sleeps at home, then any apartment/house are of same value as long as properly air conditioned and roof is not leaking. One can safely continue to live with parents and help solve so called "housing crisis".

[@Satchel1992]

This is interesting. I think to a degree we all have realized our relationships with a brand. Branding can also be a good thing to. Because we all know brands with higher quality standards then others so it can give us a bit of security in knowing that what you’re getting from said brand is quality. Like when I buy an iPhone I know it’s going to be made of quality materials. When I buy uggs I know the shoes are going to be quality. So on and so on. There are very few brands that I stand by religiously but it is interesting how people relate with a certain brand.

[@hsgill4070]

The things you own, end up owning you

[@eseukey2057]

I go for brands, basically for the quality if its right for me. Also, for future references like having to return and get a refund, repair or an upgrade with that product, if anything goes wrong but, an unknown product can sometimes be risky, depending on what you're purchasing.

[@FandangoBatter]

I don't wear logos and chose my phone strictly because it has a built-in stylus. I grew out of brands and brand loyalty when I hit my late 20's.

[@MicahPotts]

so you THINK...

[@FandangoBatter]

@@MicahPotts there are logos on the inside of my clothes that is unavoidable. I don't shop brands. I go buy stuff and don't even pay attention to brands.

[@MicahPotts]

@@FandangoBatter so you THINK!

[@FandangoBatter]

@@MicahPotts your reply makes no sense. You don't know me anymore than I know how you shop. So no its not what "I THINK".

[@MicahPotts]

@@FandangoBatter this just means you didn't understand this video at all. I suggest a rewatch

[@rickysong91]

Brands (not all) serve to fulfill our basic needs to belong and achieve self-esteem. That is the real reason why some of the brands we know are so influential and powerful and it's because they satisfy our most primitive desires. I might not realise it but by affiliating with a certain brand it signals to others who I think I am and how I like to be perceived as a person. For example, people might choose Nike because it represents athleticism, fitness, and strength while Samsung for trendiness, innovation, and universalism and Apple is for exclusiveness, status, and creativity and so on.

[@kaspergamer460]

The one and only reason I like Apple is their pen tech for the Ipads. Far better than any of the competition, I've tested them all. Outside of that I don't give a crap about their brand

[@marionlomboy8217]

"When I think about, 'what is it that I've learned about identity over time, I think a lot of it has to do with the fundamental need that we as humans have to have support systems. Perhaps it was the church, it was the community, it was these other institutions that existed. Now brands have stepped in as pillars of our identity. So I'm very much motivated to see that in that positive light." In what spectrum is this a positive thing!?

[@lyn7424]

That's the point of view of the group off people that thrive on that concept. Of course this channel would draw it in a postive light.

[@mikeymadnez]

It's propaganda in its purest form.

[@Rajomega1]

And relabelled as marketing lol

[@pulkitchaudhary5002]

my thoughts are same

[@xeeezyx]

Even this video is lol. They said apple users are much more effected by news about their brand than samsung users, and what's their "conclusion"? Samsung users only buy samsung because they hate apple... lmao ok😂

[@ssatwick7584]

and yet commies are the enemies

[@bdfwhhsb]

@@xeeezyx yep. Samsung is just as bad.

[@JackHeslewood]

Hey BT, which camera was used for Americus’ sitting shot? Also great video as always

[@cindylizbeth196]

I work at AT&T and a lot of people who buy Samsung always tell me why they’re getting a Samsung instead of an iPhone even though I didn’t ask. People buying iPhones never tell me why they’re not getting Samsung

[@theicebooky]

Wow, I'm a Samsung user and I just realized how accurate the video described my feelings towards both of the brands 😮

[@nycto16]

Power of marketing... that's make marketing field the coolest thing to study and work in.

[@howardjuliewiley5629]

Us Samsung users realize that it is just a phone and that we aren't willing to be slaves to one Master.

[@awildninja-raves]

@@howardjuliewiley5629you just said a very sheep Samsung comment 😂

[@scuderia888]

so basically they're building a cult personality

[@VIDEOGRAFIKO]

If people humanize a brand to connect to it as a person does this mean your circle of friends are a cult?

[@alfiand9269]

That's the point of building brands

[@ssatwick7584]

Basically

[@itsmecaldo]

@@VIDEOGRAFIKO But your circle of friends don't employ marketing strategies and produce revenue

[@richardcelis7816]

@@itsmecaldo how d you know what my friends do or not do? That is an assumption

[@mohelism]

I must say out loud that after Vox the creative team behind this channel is doing a remarkable job. An amazing way of storytelling. The interviews, the background music, the ANIMATIONS, and the complimentary footage. And of course, quality of content. Love your videos.

[@defaultworkouts]

except these ppl are idiots. they think brands are just logos and marketing instead of a great product with tons of R&D invested into the product

[@OurClipRise]

Agree, it's totally awesome! :)

[@danielparsons2859]

Steve Jobs had a philosophy that you need to believe you have an excellent product before you can effectively market it. I think it's the most important thing. You can't sell bad products, no matter how much you spend on marketing it.

[@kmah324]

Evidently, you can. Pre arm based macbooks were all round very expensive products that underperformed for the price that they sold for. Not to mention,the repairability of such products is piss poor. Also, remember iphones bending and them removing a hp jack despite the development of smaller, more efficient amplifiers? Me neither.

[@hansihintersoos7581]

This is exactly the topic of my bachelors thesis I'm really struggling with right now. This has to be a sign lol

[@bec_Divyansh]

good luck for your thesis

[@jego207]

branding and identity is a very exciting topic.

[@hansihintersoos7581]

@Deep Moticons Why are u gae?

[@nightuniverse8314]

@@hansihintersoos7581 So who is gae?

[@nightuniverse8314]

@@odenoki9571 Do you perform the natural obligation?

[@NBC1232014]

This is exactly what I needed to see before buying a new phone..

[@r-type4945]

What did you get?

[@kwakugyebi6705]

What phone did you get?

[@aiman96yearsago10]

You probably got an Iphone 😂😂🤣

[@batur_psychology19]

WE WANNA KNOW WHAT U GOT!!!!

[@syrckwildberry8356]

That's why I am always careful about the brands I use. But Nike with the "Just do it" got me. I tend to procrastinate due to wanting things to be perfect, having that reminder to get out of my head and to just do it. Fun fact writing this just made me realize that I should just start on the project I've been in bed overthinking about for 3 hours since I woke up.

[@da_triick]

It's true. We are all brands, we all have identities and make decisions based upon our "brand" and people do make opinions about the way you look and act which is why I think more people should take time to understand themselves and their actions that could damage/improve their own brand.

[@OurClipRise]

Yes it's so ture. You can really notice how people speak in a way that aligns with their identity. And when they don't agree with something, because it doesn't fit into their identity, you'll find that they become emotionally engaged.

[@The-Celestial]

Basically don't let brands become your own identity.... because when you do, it creates new problems & when you do not, you will stay mindful.

[@rashadscruggs2403]

I don't have any brand loyalty, If it's a tech product ill just look up a review and get the best one within my budget

[@leonardougalde5394]

The need to express our feelings is so hard that we search for a way to express it, but we don't know how. If we don't know how to, others will do it for us.

[@LeatherKeys]

What an interesting discussion. I wish this specific discussion was longer

[@B4neh4llow]

Wow! That thing about samsung and apple is really eye-opening!

[@evacody1249]

No it's not because it gets it wrong.

[@parvezakhter1153]

I've tried to disassociate myself from brands by buying clothing without a logo visible and deciding just because a particular trainer is made by a company its worth more or is better. But its impossible not to have been affected by brand marketing at some level! I suppose the worst of it is that brands are aspirational. I wish I could afford a rolls Royce one day, I've made it!

[@defaultworkouts]

brand names matter in quality build and ingredients (such as in cologne and concentration of oils). I can go on. branding is part of it BUT is backed up by quality.. this video is BS propaganda. do you really think a Maruti car is as good as a Porsche? come on

[@user-dm8zp9ru8h]

Some brand really does have value in them though, this is clear in soft drinks. In the video they say 2 completely same thing, but nope, Pepsi, Cola, Vita Cola, and some cheap off brand, they all have different taste.

[@alishacancellier]

I always thought it was so interesting how loyal customers almost have this need for their brands to have a social standing on movements they support such as supporting the LGBTQ+ movement, Black lives matters movement, or stance on gun laws. After watching the last part of the second video it really makes sense to me now. The need to have fundamental support systems as the video mentions plays a big role and when the video brought up the church I can see how these brands have basically become sort of like a religion in society. They gain cult followings, people spread the word about how good the brand is and they are devoted to that specific brand because it showcases who they are as a person. Brands are big on defining who their target customers are and if someone aligns with what they represent or wants to be what they represent they will almost surely be committed to this brand just like in a religion.

[@ignasxv]

For the ones wondering what the background music was. It is 'The skating Rink- melody girl and Fabio lendrum'

[@davidkonevky7372]

I feel like the most succesful marketing is the one which sells an idea to the consumer, and not the product itself. Coca Cola sells an idea of family, happiness, unity, etc. Nike sells an idea of hope, ambition, skill, success, etc.

[@Striker50_]

The amount of iPhone friends that have tried to get me to switch is unfathomable

[@bitchmadecockfed6109]

i literally will not interact with people who use iphones unless I have to because of work or something. if you use anything apple then we can't be friends, because you aren't even a real person.

[@lovefeelsbest]

Thanks for sharing. I consider this data massively important for everyone to be aware of.

[@zacharydavis4398]

Thanks for spending the time to create and share this content awareness 🙏🏾

[@OurClipRise]

Yes, thank you :)

[@ONCEbittenTWICEshyshyshy]

It's not always about brand loyalty connected with ego, People also buy branded things because they expect a level of sustained quality that they know they will get from that brand. I buy heinz ketchup because I know its good stuff, People buy coke because it's consistently good and always tastes the same. People want convenience, and they will pay more for it so that they aren't taking risks with their time and money gambling on cheaper alternatives. Branded clothing is almost always far better quality etc. It's something else to consider, when saying that brand are connected to our ego, and lead us into having no conscious individual choice.

[@j-mobi9209]

Political and religious affiliations are also a form of “branding” neither mind if these organisations do the opposite to what they are preaching.

[@dennismitchell5276]

And sporting teams.

[@thebrandingteacher]

Excellent Video! This is exactly what I do for my clients. People thing of branding as just colors, logos, etc.. but it is so much more! There is a strategy to it, in order for the most connections with a brand's customers. And yes, apple does it best!

[@rajkumartamilselvan7452]

Expressing one's own identity is a different way of exposing one's own insecurities. We latch, affiliate, relate, connect with systems, people, objects to counter or patch those insecurities. Unfortunately these new behaviours are generated because of these uncertain, unknown combinations. How long it took to create these crumbling behaviours is the key. In short, time or duration is the key which corresponds to conditioning or habits in depth. Not even dopamine detox philosophical quotes, rational , conscious thinking or any recent fads can break anyone from this undying stigma unless one wishes to unlearn, learn and repeat throughout the entirety since several subtle factors are involved beyond what we intake, process, deliver. All we have to know is to seek and know and that's more than enough because it does incite a chain effect on how a person's mind is primed.

[@v01c3]

A brand is also about making a promise to the customer and keeping it. And doing this over and over again. From that perspective, it does matter what brand you chose. Besides, if a brand can temporarily change someone’s brain capability as the video showed, that then IS a functional benefit of those products.

[@heimeshc.2039]

At least somebody has the brains to think beyond of what they are being served!

[@Dayvit78]

Many brands had a promise and no longer keep it. So you have every right to change the brand you use.

[@heimeshc.2039]

@@Dayvit78 Definitely

[@c.i.demann3069]

I love how the branding expert was sitting there with a bright shiny gold brand hanging from his neck. I'm a little disappointed no one mentioned it.

[@chetanmalhotra6892]

Noticed the same thing.

[@Itsyossi]

Well he didn’t claim he is above it.

[@nuzhat3011]

So what? He is free to practice his religion. How does it affect you?

[@litterbox2010]

He says people who reject brands have an "anti-brand brand." but .. What about people who just don't think about brands? I don't really feel one way or the other about any brand, I know it's a company with many variables that is always changing. For example, I like nvidia because typically their graphics cards have always served me well and been compatible and lost lasting, but when that isn't the case I just switch, and I've never blindly bought anything of theirs without thoroughly researching each release. I don't doubt brands have this power, but I think it's a little arrogant of him to say 100% of humans are falling for these tricks.

[@TalkToAMillionaire]

Excellent... This is absolutely fascinating! Thanks for sharing this, James

[@tabularasa]

This video was presented to me as a mid-roll advertisement in the middle of watching a different KZbin video. I was drawn in and had to watch the whole thing. Thank you for presenting these data points. We *all* need to be aware of these subconscious influences. Well done 👍

[@OurClipRise]

Oh cool to know that they're running their videos as ads :)

[@reece5934]

4:18 Please may someone let me know what piano piece is being played 🎹

[@mickychen482]

me too

[@renecolunga8195]

Same here

[@zehantahir7906]

Im also searching it like crazy. Loving the tune

[@authamofficial]

"The Skating Rink" by Rosey Chan & Fabio Rupert Attilio

[@diegogandara6413]

Can someone tell me what song was used for the last bit of this video? Would be greatly appreciated thank!

[@andreaYT2020]

I find the video overstates the power of "brands"...a lot. That's me saying it - a person who has worked in marketing for over 10 years (not in branding specifically). When I was a teenager, yes, I expressed myself a lot via brands but not anymore - people are different and so not always seeking to express themselves via "brands". When I buy eg. clothes or new electronics, I look for quality and right fit to my needs.I haven't seen any ads or other marketing and comms from any brands I buy for years.

[@bibibrin5035]

I wonder which brand financed these research studies...

[@tosoreket]

I have always noticed the way apple users get defensive when something bad is said about the brand

[@nunyabiznes33]

See them line up in the cold like sheep during product release. It's funny that Apple used to run a Mac vs Windows ad that portray the latter's userbase as sheep.

[@oo--7714]

You honestly can say the same thing about Samsung users. Apple and Samsung don't make terrible products I have a a21s and an iPad pro m1.

[@Earl442]

The psychology of marketing

[@Eric-qi9us]

gigachad: understands the difference between both brands and buys both

[@TheContrariann]

I like the new look of Big Think 👍 But please use DARK/ GREY BACKGROUND as, 1. It goes easy on the eyes 2. Is good to watch at night, as most people use KZbin after work at night. 3. Gives better contrast 4. Even subtitles are visible against dark background 5.Bright White at night Disrupts the Circadian Rythm and Sleep Cycles DON'T USE WHITE📵 USE DARK / Grey BACKGROUND behind the Speakers !!!☑

[@tseringjangbulama8230]

I got my first MacBook pro 2010 model in 2012 and i loved it. No virus issues for years unlike windows laptop with vista OS. I got my first iphone in 2013. It was iphone 4S for $800 approx and It was best phone apple came up with. Apple sold the most phone with 4S at that time. As the year went by and I kept updating the iOS. My phone started slowing down and heated quickly. I had a hunch this issue was created deliberately before it became the news. Also macbook pro started heating and charger broke and i didn't buy new expensive one, so repaired them at home, but eventually had to replace it with a new one and got a knockoff one. Iphone data cable and earphone cables got damaged as well. I handle things with care for them to last very long and when that doesn't work out, obviously things themselves are shitty no matter who made them first or the best. I didn't like apple products since the phone issues began and got the same issues with my Mac. I still have my Mac, but once this becomes useless, I'm never going back to apple products. Also I find the apple watch really delicate...Feels like it could break any day if you fall down while walking or riding a cycle or motorcycle. I have my good old Casio watch which is good as Nokia phone. This is why most people don't like apple. We have been betrayed while paying premium price and expecting the product to last longer. I got Poco F1 phone for $300 and it's very flexible with android OS. It's durable too coz once my cousin's dog knocked it off from third floor balcony and not a scratch, no screen breakage...still worked perfectly fine.

[@michaellouis5458]

Successful people don't become that way overnight. What most people see at a glance wealth, a great career, purpose-is the result of hard work and hustle over time. I pray that anyone who reads this will be successful in life..

[@edge3777]

wow, you know her too? I even thought I'm the only one she has helped walk through the fears and falls of forex trading

[@BB-hd7xh]

Please I have been hearing about this Mrs Hanna macko from a colleague at work how do I easily get to her?

[@damianschafer9132]

She is on Instagram

[@damianschafer9132]

You can find her on Instagram

[@damianschafer9132]

She is on IG

[@marcintrochu]

apple and nike logo are deeper than human daily understanding.

[@elliotoliver123]

😉

[@florinungurianu]

We also have to acknowledge that it’s usually (most of the time) NOT the EXACT same thing. For example I have an iPhone 7 who works with no issues, the Samsung variant is long gone and unusable. So yes, I agree, but not always being the EXACT same thing. I have shirts from a Ralph Lauren from 2016 that have no issues after hundreds of washes and the other shirts get changed once every six months or a year because of deterioration, color change or getting smaller over time. You need to analyze the thing you want to buy and if it makes sens and don’t act like a sheep, I agree, but products usually hold over time and there is, MOST of the time, a better quality involved. That’s part of why they could build a brand around a product.

[@loombandz6722]

Yes samsung phones are not durable

[@jaishkhan7442]

Things are much different You can buy an old flagship for cheap and it'll last you maaaany years (better than buying a new flagship for 3 times the price)

[@defaultworkouts]

the video creator is a fool equating product to the same product instead of looking at the quality. a mercedes maybach is far superior to a sedan made by ford. give me a break

[@homiekeen23]

My Samsung Galaxy S6 lasted me for 7 years. (Actually it's still working now, 9 years, the only issue that started after 7 years is it de-charges very quickly, everything else is still working just fine)

[@syeddaniyalali9848]

beautiful video and wonderful production, motion graphics, editing, transition etc.

[@TheBoyjah]

This video focusses on brainlessness and those who have no sense of self responsibility. What about the rest of us who don't care at all about brands and make our decisions about purchases based on quality or a proper fit for our needs? Awareness is KEY!!!! (And it's not going to happen anytime soon). No, it is NOT an anti brand brand. For many of us it is quality or suitability to needs that drives our decisions.

[@The_Andy_H]

I couldn't care less if I was using a brand or not, if the product does what its supposed to do in a good way then I'm happy. If it happens to be of a popular brand, so be it. If its of an unpopular or unknown brand, I don't mind. So at least to me it seems wrong to assume that the people who don't get attracted to brands must be anti-brand, they could be brand-neutral.

[@kirilmihaylov1934]

That's true. Nike is very good brand though

[@The_Andy_H]

@@kirilmihaylov1934 I have nothing against Nike but also nothing with Nike. If the shoe or clothing looked like something I like and the price is okay I'd buy it. But I don't really like logo's or emblems, even if they aren't related to a brand. So probably most of their clothing isn't for me.

[@kirilmihaylov1934]

@@The_Andy_H yes I understand that I am also the same but Nike are very good shoes. The most comfortable for sure

[@ideoholics]

The customers decision making has really evolved over time from Features : What it has -> Benefits : What it does -> Experiences : What You'll feel -> Identification : Who you are :)

[@akams_r]

@'Big Think' do you guys by anymeans know the font used in the video😅, i would really love to use it on one of my design projects. thanks

[@avico5973]

screenshot the section and put in photoshop

[@oriond1934]

The documentary " A century of self" goes in detail.

[@Its-a-me-maddy]

I am an economist and a student of psychology. The cherry on top? I'm also a copywriter! The best of both worlds

[@nycto16]

I'm double majoring in finance and marketing within business degree and love both psych and econ classes.

[@user-gl2wb3hb6l]

I think more often then not people are selecting brands due to marketing, but there are a lot of us that actually test out products and use as needed. Some of the brand identity associated with these brands has been earned for obvious reasons beyond emotional appeal i.e Apple being the brand for creatives. Their computers started off coming standard with photo editing, music creation and creative writing software whereas Windows based computers didn't. That reputation stuck with them.

[@MrChick86]

When I saw the guy wearing Puma, I said to myself "oh here is my buddy" 🤣 I admit I am into brands too and precisely into Puma for clothes and shoes!

[@anamericanentrepreneur]

What a very enlightening video! 👍

[@OscarTorres-tm9io]

I don't think "not having a brand" means you have a "not having a brand" brand. It means you actually choose rationally about the cost and value of the actual product regardless of the brand. What brands are about though is Trust on consistency. You trust a brand to deliver the value on that cost.

[@user-jh3ep7hx1f]

Your given website in description isn't working.

[@KingOfMadCows]

Brands also offer consistency. You go to any McDonald's or Denny's and you know what you're going to get. If you go to a local diner, you don't know if you're going to get something great, something mediocre, or something terrible.

[@omodiagbedominicedeoghon4607]

As I like to tell anyone who will listen, the first attribute of a successful brand is not quality or value or taste or anything else for that matter but consistency. If a product is bad, let it always be bad.

[@nonameneeded7431]

Not all of it is irrational. Part of the draw of brand names is you know what you are getting. With generics, knockoffs, and bargain brands, it's always a gamble. Sometimes they give you the same thing for a lower price. Other times, they give you something watered down or altogether different. I'd rather spend an extra dollar or two on a trusted brand than find out that the deoderant I put on doesn't work, or the laundry I washed didn't get cleaned. Another reason that brand names have more appeal than copycats, is that people have more respect for creators and innovators than for corporations that profit from stollen ideas. If there wasn't a market for designer brands and cutting edge technology, the likely result is that investment in innovation would decline. Why pay a team of creative, highly educated innovators when everyone is going to buy cheap, low-effort knockoffs.

[@roro-mm7cc]

Something being successfully branded doesn’t necessarily mean it’s the original version at all - all it means is that the company who made it has a good PR/marketing team or is potentially just incredibly greedy (this is especially the case with pharmaceutical corporations who patent molecules that are incredibly cheap to produce and charge ridiculous amounts to turn over massive profits - also the original scientists who came up with the research will often be paid next to nothing in comparison to the owners). If you want to check if something is good quality you can look up the exact specifications/ingredients used in a product and not rely on pure “trust”/emotions.

[@onethree6002]

EXACTLY HOW ARE PEOPLE THIS DUMB

[@moderndaywarrior24]

Very interesting! Marketing Gurus have perfected their influence techniques on shaping consumer perception of brands, their mastery of psychological techniques has indeed revolutionized the way brands engage with their audience. 🤔🤔🤔🤔

[@SynthAir]

Anyone know where I can find music like the kind in this video? It would be great to have in the background while working