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    How Logos Can Impact A Presidential Campaign | NBC News Now

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    ARTWORK BUT HOW MUCH OF AN IMPACT CAN THE BRANDING HAVE? IMPACT CAN THE BRANDING HAVE? WE HOOKED UP TO SEE HOW THIS WE HOOKED UP TO SEE HOW THIS MAKES THE VOTERS FEEL MAKES THE VOTERS FEEL SUBCONSCIOUSLY SUBCONSCIOUSLY

    >> SO IT’S PROBABLY LOOKS LOOK >> SO IT’S PROBABLY LOOKS LOOK I’M BEING BRAINWASHED IN A I’M BEING BRAINWASHED IN A SCIENCE FICTION MOVIE BUT THE SCIENCE FICTION MOVIE BUT THE NODES AND THIS MONITOR ON MY NODES AND THIS MONITOR ON MY HAND ARE MEASURING THE EMOTIONAL HAND ARE MEASURING THE EMOTIONAL RESPONSE TO WHAT’S AN THE RESPONSE TO WHAT’S AN THE SCREEN SCREEN BUT LET’S BACK UP A SECOND BUT LET’S BACK UP A SECOND WHY AM I STARING AT LOGOS? WHY AM I STARING AT LOGOS? EARLIER THIS YEAR, 2020 EARLIER THIS YEAR, 2020 CANDIDATE PETE BUTTIGIEG STARTED CANDIDATE PETE BUTTIGIEG STARTED TO GET SOME BUZZ ABOUT HOW TO GET SOME BUZZ ABOUT HOW COMMITTED HIS CAMPAIGN IS TO COMMITTED HIS CAMPAIGN IS TO GRAPHIC DESIGN

    GRAPHIC DESIGN LOOK AT HIS LOGO LOOK AT HIS LOGO IT’S PRETTY DIFFERENT FROM WHAT IT’S PRETTY DIFFERENT FROM WHAT WE’RE USED TO SEEING WE’RE USED TO SEEING

    AND ON PETE FOR AMERICACOM, YOU AND ON PETE FOR AMERICACOM, YOU CAN FIND THEIR DESIGN TOOLKIT CAN FIND THEIR DESIGN TOOLKIT WHICH INCLUDES CUSTOMIZABLE WHICH INCLUDES CUSTOMIZABLE LOGOS, UNIQUE RALLY SIGNS FOR LOGOS, UNIQUE RALLY SIGNS FOR ALL 50 STATES AND DC AND ALL 50 STATES AND D

    C AND PUERTO RICO PUERTO RICO AND THEY EVEN PROVIDE CODES SO AND THEY EVEN PROVIDE CODES SO IF YOU WANT TO MAKE YOUR OWN IF YOU WANT TO MAKE YOUR OWN STUFF YOU CAN USE THE OFFICIAL STUFF YOU CAN USE THE OFFICIAL COLORS EXACTLY COLORS EXACTLY

    THIS MADE WE WONDER HOW MUCH OF THIS MADE WE WONDER HOW MUCH OF AN IMPACT DOES BRANDING HAVE ON AN IMPACT DOES BRANDING HAVE ON A CAMPAIGN? A CAMPAIGN? THIS PLACE STUDIES HOW THE BRAIN THIS PLACE STUDIES HOW THE BRAIN REACTS TO STIMULI REACTS TO STIMULI >> EVERYTHING YOU DO IN LIFE, >> EVERYTHING YOU DO IN LIFE, ALL OF YOUR PERCEPTIONS AND YOUR ALL OF YOUR PERCEPTIONS AND YOUR BEHAVIORS THAT INVOLVES WHAT BEHAVIORS THAT INVOLVES WHAT PRODUCTS YOU BUY PRODUCTS YOU BUY AND WHO YOU VOTE FOR IS DRIVEN AND WHO YOU VOTE FOR IS DRIVEN BY THE UNCONSCIOUS EMOTIONS THAT BY THE UNCONSCIOUS EMOTIONS THAT YOU’RE NOT ALWAYS AWARE OF

    YOU’RE NOT ALWAYS AWARE OF AND SO WHEN WE CONDUCT STUDIES AND SO WHEN WE CONDUCT STUDIES LIKE THE ONE WE DID WITH YOU, LIKE THE ONE WE DID WITH YOU, WHAT WE’RE LOOKING FOR IS WHAT WHAT WE’RE LOOKING FOR IS WHAT IS HAPPENING WITH PEOPLE IS HAPPENING WITH PEOPLE EMOTIONALLY AND HOW MUCH DOES EMOTIONALLY AND HOW MUCH DOES THAT CHANGE THEIR BEHAVIOR? THAT CHANGE THEIR BEHAVIOR? >> THIS IS THE CEO AND THE >> THIS IS THE CEO AND THE COMPANY HAS SOME STREET CRED COMPANY HAS SOME STREET CRED WHEN IT COMES TO POLITICS WHEN IT COMES TO POLITICS YOU WERE COLLECTING DATA IN THE YOU WERE COLLECTING DATA IN THE 2016 ELECTION 2016 ELECTION

    >> YES, WE WERE >> YES, WE WERE SIMILAR TO WHAT YOU EXPERIENCED SIMILAR TO WHAT YOU EXPERIENCED WE HOOKED PEOPLE UP WE HOOKED PEOPLE UP WE WATCHED THEIR BRAIN ACTIVITY WE WATCHED THEIR BRAIN ACTIVITY AND OTHER NEUROLOGICAL RESPONSE AND OTHER NEUROLOGICAL RESPONSE AND WE SHOWED THEM THE DEBATE AND WE SHOWED THEM THE DEBATE CLIPS

    CLIPS WE SHOWED THEM ADVERTISEMENTS WE SHOWED THEM ADVERTISEMENTS WE SHOWED THEM SPEECHES WE SHOWED THEM SPEECHES

    WE SPECIFICALLY IN PENNSYLVANIA WE SPECIFICALLY IN PENNSYLVANIA AND FLORIDA RECRUITED THE LIKELY AND FLORIDA RECRUITED THE LIKELY VOTERS VOTERS BUT WHO HAD ANSWERED THE POLLS BUT WHO HAD ANSWERED THE POLLS THAT THEY WERE UNDECIDED VOTERS THAT THEY WERE UNDECIDED VOTERS SO WHEN WE WOULD SHOW THEM THEIR SO WHEN WE WOULD SHOW THEM THEIR CHARTS AND WOULD SAY, LISTEN, CHARTS AND WOULD SAY, LISTEN, TRUMP IS TALKING ABOUT TRUMP IS TALKING ABOUT IMMIGRATION

    IMMIGRATION AND YOU HAD A REALLY, REALLY AND YOU HAD A REALLY, REALLY POWERFUL REACTION HERE AND WE POWERFUL REACTION HERE AND WE LEARNED THAT AMONGST THOSE LEARNED THAT AMONGST THOSE UNDECIDED VOTERS MANY WERE NOT UNDECIDED VOTERS MANY WERE NOT UNDECIDED UNDECIDED THEY DIDN’T WANT TO ADMIT THEY DIDN’T WANT TO ADMIT BECAUSE OF FEAR OF BEING JUDGED BECAUSE OF FEAR OF BEING JUDGED OR THEY HAD NOT YET GONE DOWN OR THEY HAD NOT YET GONE DOWN THE ROUTE OF UNDERSTANDING HOW THE ROUTE OF UNDERSTANDING HOW THEIR EMOTIONS WOULD IMPACT THEIR EMOTIONS WOULD IMPACT THEIR VOTES THEIR VOTES

    >> SO BASED ON WHAT THEY’RE >> SO BASED ON WHAT THEY’RE SEEING IN THE RAW EMOTIONAL SEEING IN THE RAW EMOTIONAL DATA, MARK MURROW ASKED THE DATA, MARK MURROW ASKED THE QUESTIONS THAT NOT A LOT OF QUESTIONS THAT NOT A LOT OF PEOPLE WERE PEOPLE WERE COULD PRESIDENT TRUMP STILL BE COULD PRESIDENT TRUMP STILL BE THE NEXT PRESIDENT? THE NEXT PRESIDENT? THEY STARTED ME OFF WITH A CLIP THEY STARTED ME OFF WITH A CLIP FROM THE MOVIE TO SEE HOW I’D FROM THE MOVIE TO SEE HOW I’D REACT TO SOMETHING EMOTIONAL REACT TO SOMETHING EMOTIONAL >> WHAT WE’RE LOOKING AT NOW IS >> WHAT WE’RE LOOKING AT NOW IS THE INTENSITY OF YOUR EMOTIONAL THE INTENSITY OF YOUR EMOTIONAL LEVELS

    LEVELS WHAT I FOUND INTERESTING WHEN WHAT I FOUND INTERESTING WHEN THE SCENE FIRST STARTS YOU JUST THE SCENE FIRST STARTS YOU JUST IMMEDIATELY ENGAGED IN IT IMMEDIATELY ENGAGED IN IT YOUR FIRST REACTION IS REALLY YOUR FIRST REACTION IS REALLY WHEN HE DRAWS THE GUN OUT WHEN HE DRAWS THE GUN OUT

    >> YEAH >> YEAH >> AND THEN WHEN THEY START >> AND THEN WHEN THEY START SCREAMING, THAT’S WHEN THE SCREAMING, THAT’S WHEN THE REACTION GETS STRONGER REACTION GETS STRONGER >> Reporter: THEN WE MOVE TO >> Reporter: THEN WE MOVE TO LOGOS

    LOGOS WE ASKED MARK MURROW TO USE A WE ASKED MARK MURROW TO USE A SAMPLING OF LOGOS FROM THE 2020 SAMPLING OF LOGOS FROM THE 2020 CANDIDATES AND THEY THREW IN CANDIDATES AND THEY THREW IN POPULAR BRANDS AS A BASE LINE POPULAR BRANDS AS A BASE LINE ANYTHING WE LEARN TODAY WAS ANYTHING WE LEARN TODAY WAS ANECDOTAL ANECDOTAL

    INTERESTING NONETHELESS INTERESTING NONETHELESS >> SO YOU HAVE A COUPLE >> SO YOU HAVE A COUPLE EMOTIONAL SPIKES HERE AS YOU’RE EMOTIONAL SPIKES HERE AS YOU’RE LOOKING AT JOHNSON & JOHNSON LOOKING AT JOHNSON & JOHNSON >> IT’S SO MINIMAL COMPARED TO >> IT’S SO MINIMAL COMPARED TO THE SPIKES IN THE VIDEO

    THE SPIKES IN THE VIDEO >> THAT’S NATURAL >> THAT’S NATURAL >> RIGHT >> RIGHT

    >> ONE OF THE INTERESTING THINGS >> ONE OF THE INTERESTING THINGS ABOUT EMOTION IS THAT THE ABOUT EMOTION IS THAT THE STRONGER OF AN EMOTION YOU FEEL, STRONGER OF AN EMOTION YOU FEEL, THE MORE LIKELY YOU ARE TO THE MORE LIKELY YOU ARE TO ENCODE THAT IN YOUR MEMORY ENCODE THAT IN YOUR MEMORY CANDIDATES ARE LOOKING FOR NAME CANDIDATES ARE LOOKING FOR NAME RECOGNITION AND FOR BEING RECOGNITION AND FOR BEING REMEMBERED REMEMBERED OKAY, SO LET’S GO TO WARREN

    OKAY, SO LET’S GO TO WARREN SO WARREN YOU RETAINED HIGH SO WARREN YOU RETAINED HIGH EMOTION FOR MOST OF THE TIME EMOTION FOR MOST OF THE TIME AND THEN IN THE END YOU — AND THEN IN THE END YOU — >> I DROPPED OFF >> I DROPPED OFF

    >> I DROPPED OFF >> I DROPPED OFF >> THAT’S FUNNY BECAUSE THAT’S >> THAT’S FUNNY BECAUSE THAT’S NOT THE LOGO I WOULD TYPICALLY NOT THE LOGO I WOULD TYPICALLY EXPECT FOR WARREN EXPECT FOR WARREN I WAS DOING SOME THINKING ABOUT I WAS DOING SOME THINKING ABOUT THE WHY AND THE COLORS

    THE WHY AND THE COLORS I WAS THINKING ABOUT THAT I WAS THINKING ABOUT THAT >> ANOTHER ONE I JUST THOUGHT >> ANOTHER ONE I JUST THOUGHT WAS REALLY INTERESTING IS SEEING WAS REALLY INTERESTING IS SEEING YOUR RESPONSE WAS PETE YOUR RESPONSE WAS PETE BUTTIGIEG BUTTIGIEG

    SO THIS ONE YOU KEPT CLIMBING SO THIS ONE YOU KEPT CLIMBING THIS ONE ALSO IS IT’S JUST A THIS ONE ALSO IS IT’S JUST A DIFFERENT FROM YOUR STANDARD DIFFERENT FROM YOUR STANDARD POLITICAL LOGO POLITICAL LOGO >> RIGHT

    >> RIGHT >> BECAUSE OF THAT DIFFERENCE, >> BECAUSE OF THAT DIFFERENCE, IT MAY BE THAT IT’S A LITTLE BIT IT MAY BE THAT IT’S A LITTLE BIT STRONGER EMOTION BECAUSE OF STRONGER EMOTION BECAUSE OF THAT THAT >> BACK IN 2008 THEN CANDIDATE >> BACK IN 2008 THEN CANDIDATE OBAMA SPEAR HEADED DESIGNS AND OBAMA SPEAR HEADED DESIGNS AND POLITICAL BRANDING WITH HIS POLITICAL BRANDING WITH HIS ICONIC "O" SYMBOL AND THEN ICONIC "O" SYMBOL AND THEN HILLARY CLINTON CARRIED THE HILLARY CLINTON CARRIED THE TREND FORWARD TREND FORWARD

    THAT "H" WAS DESIGNED BY MICHAEL THAT "H" WAS DESIGNED BY MICHAEL BEIRUT BEIRUT >> WHEN WE WERE APPROACHED BY >> WHEN WE WERE APPROACHED BY THE HILLARY CLINTON CAMPAIGN TO THE HILLARY CLINTON CAMPAIGN TO DESIGN A LOGO FIRST THING THEY DESIGN A LOGO FIRST THING THEY TOLD US WAS THIS CANDIDATE HAS TOLD US WAS THIS CANDIDATE HAS 100% NAME RECOGNITION 100% NAME RECOGNITION A VERY DIFFERENT SITUATION FROM A VERY DIFFERENT SITUATION FROM OBAMA

    OBAMA ONE OF THE THINGS WE THOUGHT WE ONE OF THE THINGS WE THOUGHT WE COULD DO WAS A SYMBOL THAT IN COULD DO WAS A SYMBOL THAT IN FACT WAS VERY SIMPLE FACT WAS VERY SIMPLE IT DIDN’T HAVE TO KIND OF TEACH IT DIDN’T HAVE TO KIND OF TEACH PEOPLE ALL ABOUT THAT THERE’S PEOPLE ALL ABOUT THAT THERE’S THIS PERSON WHO HAS THIS NAME THIS PERSON WHO HAS THIS NAME

    MAYBE YOU HAVE HEARD OF HER MAYBE YOU HAVE HEARD OF HER >> YOU DIDN’T HAVE TO DO TOO >> YOU DIDN’T HAVE TO DO TOO MUCH MUCH >> DIDN’T HAVE TO DO TOO MUCH

    >> DIDN’T HAVE TO DO TOO MUCH IT HAD TO BE ASSOCIATED WITH THE IT HAD TO BE ASSOCIATED WITH THE CANDIDATE AND THE REPUTATION OF CANDIDATE AND THE REPUTATION OF THE CANDIDATE WOULD DO THE REST THE CANDIDATE WOULD DO THE REST SO WE DID THE SIMPLE "H" WITH SO WE DID THE SIMPLE "H" WITH THE ARROW THROUGH IT THE ARROW THROUGH IT

    WE’RE ACTUALLY PUTTING TOGETHER WE’RE ACTUALLY PUTTING TOGETHER A BUNCH OF DIFFERENT DECISIONS A BUNCH OF DIFFERENT DECISIONS ARE WE USING A NAME AND IF SO IS ARE WE USING A NAME AND IF SO IS IT A FIRST OR A LAST NAME? IT A FIRST OR A LAST NAME? IS IT A NICKNAME? IS IT A NICKNAME? KAMALA HARRIS FOR THE PEOPLE KAMALA HARRIS FOR THE PEOPLE THAT’S THE SLOGAN

    THAT’S THE SLOGAN >> LET’S LOOK AT BUTTIGIEG’S >> LET’S LOOK AT BUTTIGIEG’S CAMPAIGN LOGO CAMPAIGN LOGO >> TO ME WHAT THE MAYOR IS DOING >> TO ME WHAT THE MAYOR IS DOING HERE IS USING A LOT OF SPORTING HERE IS USING A LOT OF SPORTING KIND OF LANGUAGE KIND OF LANGUAGE

    YOU KNOW, SORT OF FEELS MUCH YOU KNOW, SORT OF FEELS MUCH LIKE A BANNER I CAN ENVISION LIKE A BANNER I CAN ENVISION HANGING UP, YOU KNOW, IN A HIGH HANGING UP, YOU KNOW, IN A HIGH SCHOOL BASKETBALL COURT SCHOOL BASKETBALL COURT SORT OF THE IDEA OF RALLYING SORT OF THE IDEA OF RALLYING AROUND THE THING AROUND THE THING I HAPPEN TO KNOW THAT THIS IS I HAPPEN TO KNOW THAT THIS IS MEANT TO EVOKE A VERY WELL KNOWN MEANT TO EVOKE A VERY WELL KNOWN BRIDGE IN SOUTH INDIANA

    BRIDGE IN SOUTH INDIANA >> WE LOOKED AT HIS CAMPAIGN AND >> WE LOOKED AT HIS CAMPAIGN AND HE SORT OF HAS AN ENTIRE HE SORT OF HAS AN ENTIRE SPECTRUM DEVOTED TO DESIGN SPECTRUM DEVOTED TO DESIGN WHAT DO YOU THINK OF THAT? WHAT DO YOU THINK OF THAT? >> THE IDEA HE’S CREATED A FULLY >> THE IDEA HE’S CREATED A FULLY ACCESSIBLE WAY TO PARTICIPATE IN ACCESSIBLE WAY TO PARTICIPATE IN THE CAMPAIGN AND THAT IT’S AN THE CAMPAIGN AND THAT IT’S AN EXTREMELY STRUCTURED WAY I EXTREMELY STRUCTURED WAY I THOUGHT WAS INTERESTING AND NEW THOUGHT WAS INTERESTING AND NEW

    UP PRECEDENTED REALLY UP PRECEDENTED REALLY >> PRESIDENT OBAMA’S O SYMBOL >> PRESIDENT OBAMA’S O SYMBOL AND EVEN THE RED MAGA HAT THEY AND EVEN THE RED MAGA HAT THEY ALL BROKE THE MOLD ALL BROKE THE MOLD SOMETHING DIFFERENT AND SO IT SOMETHING DIFFERENT AND SO IT KIND OF SEEMS LIKE SIMPLY PUT KIND OF SEEMS LIKE SIMPLY PUT DIFFERENT IS BETTER

    DIFFERENT IS BETTER RIGHT? RIGHT? >> PEOPLE DON’T VOTE FOR LOGOS, >> PEOPLE DON’T VOTE FOR LOGOS, THEY VOTE FOR CANDIDATES THEY VOTE FOR CANDIDATES THEY VOTE FOR CANDIDATES WHO THEY VOTE FOR CANDIDATES WHO THEY THINK WILL OFFER A MORE THEY THINK WILL OFFER A MORE HOPEFUL AND POSITIVE VIEW FOR HOPEFUL AND POSITIVE VIEW FOR THEIR FUTURE THEIR FUTURE

    BUT HOPE FOR A FUTURE OF YOU AND BUT HOPE FOR A FUTURE OF YOU AND YOUR FAMILY AND THE COMMUNITY YOUR FAMILY AND THE COMMUNITY IT’S A BIG, COMPLEX IDEA, YOU IT’S A BIG, COMPLEX IDEA, YOU NEED A SHORTHAND FOR THAT NEED A SHORTHAND FOR THAT THE LOGO DOESN’T WORK IN THE LOGO DOESN’T WORK IN REVERSE

    REVERSE IT DOESN’T CREATE HOPE FOR THE IT DOESN’T CREATE HOPE FOR THE FUTURE OR PASSION FOR A FUTURE OR PASSION FOR A CANDIDATE CANDIDATE IT’S THE PASSION FOR THE

    Source: Youtube

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