Even when the human race was just another form of animal, few things were more likable than others. It makes it obvious that nature too, markets few of its possessions. We have been thinking about the reasons and psychology which affects the likability of a thing.

As a branding & marketing practitioner, I wonder if we are going on to the right track when it comes to our study and learning about branding. I have seen people imitating the patterns of likeability or copying the rhythm of a popular music track, but do we know that why these patters or the rhythms hit the right chords of human imagination. Once a formula is a success, what are the chances of it repeating somewhat same success in future? Thinking on the same line, ‘chance’ never resonates equally in any quantum every time; then why do we take risk by imitating same pattern without understanding the science of branding.

We study the patterns and the effects of that particular pattern on human mind but do we understand what is causing this ‘pattern’ to create such effects. If Yes, I want to know it.

A common man generally is induced by factors like: Environment, need, demand, circumstances etc.

But why are we talking about these factors? I don’t want talk about catalysts or inhibitors which induces or suppresses the demand. Don’t we all know about it already; lots of research and studies has been successfully conducted and published throughout the platform, digital or elsewhere. However, to get the right kinds of results, it’s important to ask right questions.

What is branding?  

“We have to understand that, though an integral part, just creating logos, taglines and clicking pictures doesn’t make a brand. A proper marketing plan and implementation on the basis of geography, psychographic segmentation, targeted audience and so on. Branding is to create an opinion, which can last long, as long as it can”

I have been observing a brand of mineral water with a certain color of cap. As long as I recall, it has been of same color, now even if I see some bottle with same color of cap, I think about that brand. The question is have they successfully created an image inside our brains with its repetitive color pattern. What will happen if they decide to change the color to some other color, may be blue, will it affect the brand negatively or will create a buzz in market and will aid in sales. Experimenting is risky, mainly because we don’t understand the impact of that color on mind.

We have come across many mobile brands launching their so called ‘special edition’ with a different color way different than their known color pattern, is it a part of their experimenting where they want to understand the impact of a new color with their brand. Obliviously when a special edition has ‘Avenger’s Edition’ or ‘Ferrari Edition’ its different ball game altogether but at times its only color. Brand call it special edition to push its market value or demand metrics, since the phrase ‘special edition’ attracts human mind in this aggressive consumerism.

I have been fascinated about the science of likability. Unfortunately have not got many chances to experiment with it though. No one wants to experiment with new ideas, they are happy with tried and tested method, I don’t blame them. There are fewer chances when market competition is ‘cut-throat’. Nevertheless, I will keep on venturing to discover ‘Branding’ and may be will get something apart from data, psychology, tested patters & fanaticism of sales…something beyond Maths and Science of Branding.