â–¶ Double Your Fun: A Lexicon study of more than 500 English speakers in the U.S. finds that when it comes to brand names, some spelling variations consistently and reliably communication specific brand attributes. The study findings include:
• Products whose names had double letters are more apt to be judged as having more features and capabilities. Thus, people are more likely to believe that a new smartphone called Zepp will have a more robust set of features than one called Zep.
• Double letters also invoke fun more than other words. Perhaps that’s why Larry Page and Sergey Brin chose Google instead of Gugle.
• The letter i is seen as more innovative than the letter y. For pairs of imagined brand names, such as a new laptop called Novix or Novyx, people believe that the version with i would be more innovative.
Source: Lexicon
â–¶ TV Still Draws Them In: According to Deloitte’s fifth edition of the State of the Media Democracy survey, 71% of Americans still rate watching TV on any device among their favorite media activities. In addition, 86% of Americans stated that TV ads still has the most impact on their buying decisions. Other results include:
• Nearly three-quarters of American consumers are multitasking while watching TV: 42% are online, 29% are talking on cell phones or mobile devices and 26% are sending instant messages or text messages.
• 61% of U.S. consumers now maintain a social networking site, where constant streams of updates and discussion forums have made delaying awareness of live TV outcomes a near impossibility.
Source: Deloitte
â–¶ Green Perception and Reality Differs: The 2011 Cone Green Gap Trend Tracker study asked consumers which of three common marketing approaches is most influential in consumer purchase decisions. Consumers were asked to “purchase” the most environmentally responsible of three generic cleaning products based on an isolated marketing approach: a certification, a vague environmental claim or an environmental image. Findings include:
• Certification: 51% selected the product bearing a mock certification; more than half of respondents (51%) believed the certification meant the product was verified by a third party.
• Claim: 30% of respondents chose the product with a vague “made with natural ingredients” claim.
• Imagery: One-in-five (19%) still chose this product without any other indication it was better for the environment. Still, some believed the imagery indicated the product was safe for the environment (14%). PRN
Source: Cone