Companies such as AFLAC (American Family and Life Assurance Company) and DuckBrand are using a duck as their mascot as part of their branding strategy. Brand awareness spending increased from $1 Million in 2003 to $65 Million today. It was later nicknamed, "Duck Tape," because it repelled water. Duct tape became a commodity product with no customer loyalty or premium pricing.

Fifteen years ago a duct tape manufacturer named DuckBrand engaged a Disney executive who understood the magic in branding to convert a commodity into a branded product.

Duct tape became Duck Tape and a cute duck mascot was adorned on all the packaging and marketing. Duck Tape became a new story that quickly gained a higher perceived value and increased market share. No longer a commodity, Duck Tape drew a strong base of fans and most importantly, greater profits. Brand loyalty grew and fans adored the cute duck mascot.

What few people realize is the impact of neuro marketing.

Traditional versus Neuro-marketing Research

By studying people's brain activity using MRI and other scanning devices, Mr. Lindstrom discovered that 85% of our brain runs on autopilot whereby most people are not aware of their emotions nor how they make decisions accordingly.

A brief view of Neuro-marketing

The reptilian brain forms the basis that drives self-preservation. Fear takes over.

The Power of Association in Neuro-marketing

To make it all work one must understand the power of association that directly impacts our emotional brain and how past experiences are recalled when we encounter a brand experience.

The power of association will engage our senses to recall positive experiences that we will tie to the brand. When a woman is given a light blue box with a white ribbon, the Tiffany brand and blue color evoke strong feminine emotions. A good brand tied to Neuro-marketing should offer:

o Color will increase brand recognition by 80% and represents up to 50% in the decision making process to choose a brand product. o Engage as many of the human senses in your brand to stimulate both the areas of thought and emotions together. o Make your brand personal and engaging. o For a significant product launch consider using a Neuro-marketing agency for accurate responses. o Consider the way your brand will invoke past associations to common human experiences. o Create unique experiences, somewhat based on your products and services, that let people experience your brand as often as possible, throughout their lives. o Your messaging and branding go hand in hand. Let your words create images and stories in people's minds. o Clearly determine your brand experience. Is it bringing magic into people's lives? o Remember the essence of a brand, especially a corporate brand, is the communication of the company's positive and unique attributes expressed through the company's" personality" to significant stakeholders.

The AFLAC Duck and the Power of Neuro-Marketing in Branding

Brand marketing is the mantra behind every successful business.Whether you are conscious about the fact or not you have a brand.