Iconocast Logo
News Logo

Seventh Law of Branding (Maximize for the self which moves to correct imperfections)


Mark Parisi Off the Mark Cartoons

At the turn of century, when the assembly line was created, we could only find black or white of anything. Cars or Refrigerators came in only one color since the assembly line made it more profitable to paint everything in the same color.

Little by little with more advancements in robotic assembly line manufacturing, choice (intrinsic motivation) began to be more appreciated. We now have more than hundreds kinds of blue jeans, beers, varieties, and permutations.

(Rule 1 ) = To create markets and brands, advertising created enthusiasm for personal control (intrinsic motivation).

We now have more choices of clothing, food, education, carpets, rugs, books, music and even more love to choose from than any people ever had. Marriage is no longer just the matter of raising kids. We must choose sexy, talkative, thin, good tennis player and dancer partner. The self chooses. He (and now she, effectively doubling the market) has options and preferences. Many things now depend on self that chooses.

(Rule 2) = Self feels pleasure and pain that dictates action that optimizes or move toward state of satisfaction or pleasing consequences.

Some believe our epidemic of depression is a creature of the maximal self (Learned Optimism by Martin E.P. Seligman Ph.D.).

(Rule 3) = In some cases buying Brands has become a cognitive therapy, a change to optimism.


For example, Tide might be a brand, a cognitive solution, to uncleanness; Tide is approved by many. Take a look at Ernst Dichter's quote:

I invented a slogan, "Be smart, get a fresh start with Ivory soap," because bathing, in its old ritualistic, anthropological sense, is getting rid of all your bad feelings, your sins, your immorality, and cleansing yourself, baptism, etc. (Ernst Dichter, describing his first motivation research study)

Palmolive soap was advertised as a beauty bar and not a cleanser. Schlitz Beer was not advertised because of its great taste, but the fact that the beer bottle was cleaned with steam. Shortening was not advertised because of the quality of the lard, but by the restaurants that used the product.

Pepsodent was a disaster. It did not sell until a great advertising man introduced it as sex magic. " Brushing with Pepsodent removes that viscous coating and you will make yourself attractive-that is improve your sex life." Pepsodent sold until the science of medicine trumped the science of magic.

Look at the all new terms which were introduced by creating the need first or by creating a constructive discontent:

Wisk's detergent : " Ring Around The Collar"

Cascades's " Water Spots"

Listerine's "Halitosis Problems?"

Gillette's "Five O'Clock Shadow"

Alberto VO5's "Split Ends"


Psychologists call these creating constructive discontent. As you see Brands persuade us to buy a product to remove some dissonance and reestablish a perceived equilibrium. To alleviate the continued affliction, Brands stand in the path of recovery; sell relief by creating deficiency.

First Law of Branding ; Second Law of Branding ; Third Law of Branding ; Fourth Law of Branding ; Fifth Law of Branding ; Sixth Law of Branding ; Seventh Law of Branding ; Eighth Law of Branding ; Ninth Law of Branding ; Tenth Law of Branding ; Eleventh Law of Branding ; Twelfth Law of Branding

Internet Marketing ; eMarketing ; Internet Advertising ; Online Branding ; Search Engine Optimization & Marketing ; Naming ; Privacy Policy ; Contact Us ; Our Services ; Home - Iconocast Home

Tel: 424-333-1123