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FEAR

headline Fear

Think you’re a free thinker? Think again. Brands are influencing your decisions. This month, we explore Fear.

Fear is a way brands influence you. It’s a feeling induced by a perceived danger— either real or imaginary. The resulting response is anxiety, which triggers a behavioral reaction, such as fleeing, fighting, or hiding to protect yourself from the anticipated threat to your safety.

Being “ready” is how to prevent fears from controlling you. That state of readiness comes from disciplined training to build mental and physical strength.

The Rewire Project in Santa Monica, CA is an advanced fitness and adventure studio that helps people get to that state of readiness. Founder Tony Molina shares his thoughts on how fear keeps you in the brand.

Watch the new video: FEAR.
Shot on location at The Rewire Project.

IN THE BRAND is a new collection of videos and essays by Jamie Schwartzman that explore the psychology of effective branding.

Special thanks to
* The Rewire Project

What are you afraid of?

Fear is a powerful motivator that brands use to move people into action. It’s a simple strategy that achieves predictable results, and is the basis behind many common branding and marketing tactics. It’s effective because it taps directly into basic human physiology.

When fears arise in people there’s a predictable reaction that occurs. It’s a primal, instinctual response that triggers the subconscious to protect you from harm. The scientific terms are hyperarousal or acute stress response, but it’s more commonly known as “fight or flight response.” During hyperarousal, there’s a metabolic change that occurs in the body from rapid discharge of hormones, preparing you for immediate intense physical action. This is controlled largely by the autonomic nervous system without rational thought. It’s automatic and predictable.

Brands can appeal to both rational and irrational fears.

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>Fear>Anxiety>Instability>Action

So the simplest explanation of why fear is effective in branding lies in this simple chain of cognition. Fears are perceived threats that result in anxiety, which causes an instability in our sense of well-being. It forces consumers to attempt to regain comfort by taking action to relieve the feeling of unease.

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Feeling helpless against fear? There’s an answer. Discipline can render fear harmless. Through both intellectual and physical training, people find ways to get ready, in advance, to face future threats before they occur. Meditation, strength and education can effectively prevent irrational threats from influencing you while simultaneously preparing you to conquer the rational threats. It’s why fitness, enlightenment and nutrition are so popular, and achieve tremendous success when connected to facing these fears.

Fear is keeping you in the brand.
Watch the new video at InTheBrand.com

Happy October. It’s the First Tuesday before Halloween!
//Jamie

headlines Fremount

Fremont 9, or F9 for short, is a progressive multifamily development located at Fremont + 9th, in the eclectic East Fremont neighborhood of Las Vegas. Unlike the Vegas strip, East Fremont stands apart, the result of adaptive reuse lead by visionary entrepreneur Tony Hsieh. After successfully launching Zappos.com, Hsieh formed the Downtown Project, a vehicle for strategic investment in the abandoned area— which had become a haven for artists and young chefs. F9 is the newest residential community development in East Fremont, bringing much desired housing to this emerging hotspot.

The Wolff Company, chosen to develop the property by Hsieh, selected Flux Branding to craft a progressive brand that authentically reflected the progressive sensibility of the project. Our extensive experience in connecting with creative urbanites was the foundation for the project. By immersing ourselves into the area through field studies and research, we developed a fundamental understanding of the brand’s character.

A visual language was created based on the area’s original motels. A classic, old-school key-fob inspired the Logo. A bold scheme expressed a progressive vibe. The brand was extended into signage, print collateral and more. Promotional efforts extend into the local Life is Beautiful music festival, which occurs immediately adjacent to the property. Scheduled to open March 2018, the property has already developed an extensive interest list to support a rapid lease-up effort.

First Tuesday is written and created in advance of publication. Yesterday, I awoke to the shocking news of the tragedy in Las Vegas. It’s relationship to this month’s topic of fear and the project spotlight’s location are purely coincidental. My thoughts and prayers are with everyone impacted by this senseless act of violence.
//jamie

 
         
 
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