The Plain Dealer recently published an article about well-known brands altering their logos for the sake of a marketing campaign. They explained how Goodyear and Snickers modified the language in their logos to promote a particular product or cause.
In both cases, the campaigns were well received, and a few marketing experts quoted in the story (perhaps wisely) cautioned other brands from doing the same.
But in the case of 100-year old brands, I think it’s a brilliant use of neuromarketing. That’s because the human brain craves novelty and error. Consumers have grown accustom to seeing the same logo year after year, and anything new and novel will grab the brain’s attention.
The same goes for incorporating a deliberate error. The human brain will be so intrigued with the error, it’s going to focus attention on that error – or in the case, the advertisement.
Most small businesses will be smart to keep their logo consistent to build recognition, but think about how you can incorporate some of these principles of neuromarketing into your promotions.