Land 0'Lakes Butter lady: It's amazing how my perspective changed once I learned some facts

[jberryhill]

33. Here's the point

Brand loyalty starts early, and even before literacy.

For that and a couple of other reasons, putting a face on a product associates that product with “the stuff we had in my house growing up” in the pre-literate mind that grows to trust and recognize that face when they see it again. That face communicates a message in a very basic and primal way, and typically has been associated with feelings of love, comfort, caring and family since before that consumer could even speak.

Compare these two logos:





Which one do you trust?

Which one triggers a reflexive fond feeling, before you can even really think of why?

Which one has you thinking of some childhood memory?

The point is to make the brand seem to be an old friend. And one that stands out in a crowd.

Who doesn’t love Miss Chiquita? Her smile adorns fruit products that were the best part of how many lunches, breakfasts and snacks - even though you knew, or even especially because you knew they were good for you.