Comments on: Can Your Brand Pass The “10 Second” Test? http://nameflash.com/2010/02/can-your-brand-pass-the-10-second-test/ Brilliant names delivered in a flash! Thu, 29 Dec 2011 20:05:09 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Einat Adar http://nameflash.com/2010/02/can-your-brand-pass-the-10-second-test/comment-page-1/#comment-103 Einat Adar Sun, 14 Feb 2010 11:39:53 +0000 http://nameflash.com/?p=181#comment-103 There is a reason why the creative team should hate the idea. Simply stating the benefit of your product seems logical, but it can be very ineffective. Think of the average guy who is not think and doesn't work in a high-risk environment. He's already paying for health insurance, saves money for a rainy day, and maybe even has insurance on his mortgage. He hears the ad, and thinks "it's a good idea for people who may get hurt or sick" Nobody likes to think about being hurt or sick, or about their real financial obligations. I don't know the ad, so maybe I'm wrong, but it doesn't sound as if there's anything that makes the audience relate to the message, clear as it may be. In marketing you need to address the emotional side so the audience will agree to use their rational side. There is a reason why the creative team should hate the idea.
Simply stating the benefit of your product seems logical, but it can be very ineffective.

Think of the average guy who is not think and doesn’t work in a high-risk environment. He’s already paying for health insurance, saves money for a rainy day, and maybe even has insurance on his mortgage.

He hears the ad, and thinks “it’s a good idea for people who may get hurt or sick”
Nobody likes to think about being hurt or sick, or about their real financial obligations. I don’t know the ad, so maybe I’m wrong, but it doesn’t sound as if there’s anything that makes the audience relate to the message, clear as it may be.

In marketing you need to address the emotional side so the audience will agree to use their rational side.

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