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The Week: Best of the blogs - Familiarity breeds affinity.
There used to be a beer called Courage Tavern. It had some great advertising, done mainly by John Webster. It won lots of awards. But the brand died because drinkers couldn't shorten the name.
Research showed that it's subliminally very important for a drinker to be able to show familiarity with his beer at the bar. For instance, no one would ask for 'a pint of Double Diamond'. That would be way too formal. They'd ask for 'a pint of Diamond'.
But you couldn't do that with Courage Tavern. To walk up to the bar and say 'A pint of Courage Tavern' sounded way too middle class. And you couldn't shorten it to: 'A pint of Tav.'
So Courage changed the name to John Courage. People began asking for 'a pint of JC'. And sales took off really well. Even ...
- When atrocity breeds affinity.
- Newspaper article from: South China Morning Post February 22, 2007 700+ words
(From South China Morning Post) It has become all too familiar, sadly, to hear news of terror attacks in India targeting civilians. The latest atrocity hit the country on Sunday - the bombing of the "Friendship Express" train service between India and Pakistan, killing at least 68. However, this
- Orchestra gets to know Brahms -- beautifully.
- News wire article from: Saint Paul Pioneer Press (St. Paul, MN) March 10, 2006 700+ words
...excitement of an opening night," others will opt for one of the last performances. That's because familiarity usually breeds affinity, and actors near the end of a show's run have, ideally, developed a greater depth of understanding for the work, their...
