You know by experience that being unique means being memorable. The Von Restorff Effect (also known as the isolation effect, or distinctive encoding) predicts that an item that stands out is far more likely to be remembered than something mundane.
Generally, memory works by way of ‘serial positioning’, in that items within an association (ie; brands) that are presented first or last have the highest instances of recall. The only thing that trumps those positions are those isolated – or unique – items within that association.
The relevance to branding is enormous.
When trying to position your branding above others, you can only work with those variables that you can control. You can’t change the course of time and ensure that your brand was the first to be seen. Likewise, you can only control the period in which your brand was last seen within a finite spectrum – until next time your competitor exposes the same audience to their branding, in fact. As we well know, that range can be very short, given the age of constant media bombardment we live in. The fight against time is an eternal one, wrapped up into our very DNA and struggled against on a daily basis.
It’s a cycle of win and defeat, ever spiralling faster and tighter. But breaking that cycle can be all too easy, if you’re just willing to look for the right solution.
The Holiday period is a time of massive and multi-varied brand exposure. The battle for position in the ‘serial stack’ of the consumer is relentless. The beauty of a memorable promotional product is that it has a two-fold effect; 1) by being left in the hand of the consumer, it continues to go to the top of the stack, each time it is used, and 2) it employs the Von Restorff effect with its distinctiveness.
In the spirit of being memorable this holiday season, we’d like to present a few unique promotional product ideas, designed to bring distinction to your branding.
The epitome of uniqueness! This amazing 3-in-1 item quickly becomes an indispensable tool. Combines three bestselling products; a car charger, a power bank and a flashlight, all of which are power by the 12 volt outlet in your car. Goes into the car, stays in the car and gets used every day.
Does your brand speak to kids? Or to those young at heart? These tumblers are way too much fun! And just try and get them to use another glass once they’ve used one of these – mission impossible.
How many times this holiday season will a bottle of wine be given as a gift? The number is probably in the millions. How long is your brand remembered after you give it? The time can probably be measured in hours. And with so many institutions giving a bottle of wine to their clients over the course of the season, how can you avoid having yours being mixed up with all the others? Easily, with this original gift idea. Not only will it make a unique brand impression, but it will continue to make brand impressions time and time again, on top of all of those other gifted bottles of wine. Pretty cool, huh?
The gift card is one of the most popular holiday giveaway traditions, but it lacks longevity. Give it in tandem with this economical companion and your generosity will be remembered every time they use their phone.
At the retail level, differentiation can mean all the difference between a failed and successful holiday season. Shopping centers are busy places, packed with stores that are all clamoring for the attention of the holiday shopper. Frequently there is so little to separate one gift idea from another, especially when the shopping list is a long one. At times like these it’s those added value moments that truly shine through. Something as simple as the bag they carry with them out of the store can make all of the difference – the one memorable event in a string of otherwise homogeneous experiences.
A BLACK LABEL EXPERIENCE
The executive experience. The VIP treatment. A touch of sophistication. In a season of throw away offerings and gaudy baubles, show them that they are unique – that they stand above the crowd – with a premium Black Label gift set. From travel to drinkware to executive gift sets and beyond, the Black Label collection is sure to offer that defining moment of the holiday gift giving season. Elegant packaging wraps the entire experience together, in one easy, complete solution.