When did they stop singing the jingle in Kit-Kat commercials? I don’t watch a ton of TV, so I’m not the best judge of this, but I think its been a few years since the Kit-Kat jingle was actually sung in a commercial. It’s all sound effects now, but when a Kit-Kat commercial comes on, I still sing the words in my mind along with the sound effects. I can’t help it. It’s as if I don’t even have a choice in the matter. “Gimme me a break, gimme a break, break me off a piece of that Kit-Kat bar.” Having me repeat those words in my mind is of course far more effective than simply hearing those words. That’s powerful advertising.
So much of what we think, believe, and even decide occurs without our own awareness. In his book “Unconscious Branding,” author Douglas Van Praet provides several insights into the way our mind works when it comes to forming opinions about brands. The following is my effort to summarize some of his key points. As a marketing researcher, much of the book resonated with what I have already come to know, but he also provided several new insights that I know I will find applicable to much of the branding research I do with regard to focus groups, survey development, and consultation.Read More