Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Aboslut’s distinctiveness helped them grow market share in a crowded category
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Dec 4, 2022 Explore how brands can avoid invisibility by breaking conventions and creating distinction. Discover the Von Restorff Effect and its impact on consumer perception and brand visibility. Learn how Absolut turned its iconic bottle shape into a cultural landmark through innovative marketing strategies. The podcast also delves into inattentional blindness, revealing the common pitfalls brands face in competitive markets, and highlights how aligning product design with consumer behavior can lead to market success.
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Andy Warhol and Absolut Bottles
- Andy Warhol was inspired by the shape of the Absolut vodka bottle and even used it as cologne despite not drinking.
- His admiration led to artwork that made the bottle the central icon of Absolut's marketing campaign.
Von Restorff Effect Explained
- Absolut's marketing success centers on making their bottle highly distinctive in vodka ads.
- The Von Restorff Effect explains that distinctiveness captures attention better than fitting in with category norms.
Break Peripheral Conventions
- Identify which category conventions exist for good reasons and which are traditional and peripheral.
- Break peripheral conventions to stand out and gain status through distinctiveness, per the red sneaker effect.