Fashion

BRANDING, BRAND ATTITUDES & BRAND EXPERIENCES

The Invisible Logo: a New Opportunity for Branding.
Can brand associations be activated only by a logo? Is it possible to design an image which looks like a logo to the brain but at the same time is not consciously associated with it? By something invisible, a seemingly irrelevant abstract image that conserves idiosyncratic features of the original logo, but otherwise is not consciously recognized, identified or associated as this logo.


Rafał Ohme will discuss the invisible logo as an image derived in a process called a logo substitution. First, the original logo is creatively modified until it becomes an abstract icon not associated on explicit level with a brand it represents. Then, it is tested if it activates mental representations of the original brand. The idea of invisible logo makes branding more distinct and less intrusive. It aims to discretely and tactfully accompany daily routines of consumers and shoppers.

Audience takeaways:
- Learn how the brain process logos and brand associations
- Understand how the same associations can be activated by an image that is less intrusive

Speaker: Rafał Ohme

Rafal Ohme (PhD) is a professor of psychology, expert in emotions, communication and brain research. He held a Fulbright scholar at Kellogg School of Management, at Stanford University he conducted research on unconscious emotions. Awarded by the President and the Prime Minister of the Republic of Poland, a honorary member of Executive Club. A finalist of Entrepreneur of the Year 2015 program organized by EY. He teaches in Poland at University of Social Sciences and Humanities and is a visiting professor at Renmin University of China and Stellenbosch University in Cape Town.


Founder of NEUROHM, a company emerged from his innovative R&D started in 1997. NEUROHM is a research & advisory company to develop new consumer research methods for HR, sales, marketing & PR, that are licensed globally. It has licensed its methods to over 20 research companies around the world, including the US, Europe and Japan.


Member of major marketing, psychological and neuroscientific associations, has written more than 150 articles and chapters and published in top scientific journals. Author of Unconscious Affect (2007), Subliminal Facial Information (2003), and trilogy Automaticity (2001, 2003, 2003). He was a guest speaker at seminars and workshops on 5 continents in 30+ countries.


Elected Advisory Board Member at NMSBA (2012-2014), reelected in 2015.


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