THE POWER OF brands is undeniable. The moment we decide to buy soda, we know what brand of soda we’d purchase even before we leave our apartments to the corner store. Brands create unmatched loyalty and boundless profits for corporations. What’s it about brands that transforms people’s emotions and behavior? Why should a pair of jeans from True Religion inspire such an emotional response and commitment. Why should MBAs who graduate from Thunderbird or bikers who ride a Harley ink the logo of the brand to claim membership to an exclusive clique?

In 2007, I embarked on a journey to find out the answer(s) how brands create devotion strictly from the consumer’s perceptive. My journey took me to ashrams in India, secret consumer tribe conventions, Sturgis and Daytona motorcycle rallies, Apple stores, tattoo parlors across the length and breadth of the US, and many other exciting places. I am still collecting valuable data with plans of publishing my findings. This keynote presentation uses four iconic brands: Coca-Cola, Apple, Thunderbird, and Motorhead. I hope this set of slides helps unlock some of the secrets of how brands build emotional connections, and why branding is important.

About Sudio Sudarsan

Sudio Sudarsan is a recognized expert in branding of products, services, individuals, places, sports clubs, music bands, political parties, and movements. As a professional stranger in the material world, he researches to uncover unconscious codes in the reptilian complex of the brain that pre-organize the way humans behave at the confluence of neurobiology, cognitive psychology, and cultural anthropology. Sudio teaches advanced courses in marketing and strategy to second-year MBA students at premier business schools in three continents of the world. You can follow him on Twitter @iSudio; view some of his retired presentations at www.SlideShare.net/SudioSudarsan View all posts by Sudio Sudarsan

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