April 2019

  • Descartes’ Error by Antonio Damasio

    Our brain can be perhaps categorized as one of the most important organs in our body. Yet, it is, unfortunately, an organ that we know very little about despite the vast amount of research that has been conducted on it. Since the time of the ancient Greeks, people have talked of mind and body, and reason and emotion as dualities, different, without any dependencies. It was the French philosopher Rene Descartes, after whom the Cartesian Dualism was named.

    The concept of mind-body and reason-emotion dualism cannot stand up to scientific reasoning today. This is because unlike 19th-century belief, mind, body, reason, and emotion are inextricably linked. Descartes’ Error (1995) by Antonio Damasio attempts at helping us view and understand the brain in a different light, and how these are all intimately linked.

    Scientists have been studying the varied consequences of brain damage in order to understand how it works, and mapping the exact functions of the brain’s different parts, much like how an engineer dismantles a machine part by part to understand how each part functions.

    Experimental neuropsychologists and neuroscientists have delved deeper into brain studies by examining different case studies, and have made remarkable discoveries, enabling us to know a little more about the vast abyss that our brain is.

    The Case Of Phineas Gage 

    Phineas Gage was a railroad construction foreman in the 19th century, working in Rutland & Burlington Railroad Company in Vermont. Known as a diligent and dependable, and efficient employee, he had one of the most demanding, delicate, and dangerous jobs – to set-up demolition explosive charges. 

    In 1948, Gage met with an unfortunate accident where a sudden explosion sent an iron rod through his skull. The slender rod pierced his left cheek and passed through from the top of his head, landing a few feet away. Shockingly, he survived the accident, as well as was able to sit up a few minutes later and talk. Gage lived for more than a decade after the accident.

    After recovery, while gage showed normal brain functioning in areas of intelligence, cognition, perception, memory, and language, according to his friends, he was no longer the same person he was before. He lost respect for social conventions, started swearing, lying, ignoring sound advice, and became impulsive.

    He never seemed to be able to stick to any goals or follow a plan of action. He would come up with a number of schemes, only to drop them off mid-way. Sadly, Gage lost his job and finally worked as a sideshow in a circus.

    Though scientists did not have Gage’s brain to study, his skull was preserved in the Harvard Medical School. Advanced simulation technology has enabled doctors and scientists to replicate the trajectory of the rod in simulation. They found out that in probability, the ventromedial prefrontal cortex (VPC) of Gage’s brain was damaged in the accident.  

    Elliot: A Real-Life Study

    Elliot (a pseudonym given by the author), another person who suffered damage to the VPC, though due to a brain tumor, like Gage, was a well-to-do, happy businessman, and a father. His symptoms were similar to that of Gage’s – normal to above average functioning of language, abstract moral reasoning, facial recognition, visual perception, memory, and general intelligence, etc., yet displaying questionable practical reasoning skills.

    He struggled to prioritize his tasks in a day, couldn’t make sound business decisions, and spent his time doing work that was absolutely irrelevant. He, like Gage, lost his job, got caught in ill-fated and ill-advised money-making schemes, and ended up unemployed, divorced, and bankrupt. 

    There’s More To Practical Reasoning Than Just VPC 

    Both these cases, along with 12 other cases that were studied by the author and the author’s colleagues confirm the fact that damage to the VPC thwarts practical reasoning abilities. However, considering that there is a difference between correlation and causation, one cannot say that disability in practical reasoning is caused by damage to VPC and the VPC alone.

    While functions are assigned to different parts of the brain, different parts do not function in isolation. Therefore it is possible that damage to two different parts of the brain can result in similar symptoms as that of damage to the VPC; for example, any damage to the anterior cingulate and the amygdala (parts of the limbic system responsible for processing emotion), or damage to the somatosensory cortex responsible for the visceral states such as sensations of the gut, heart, skin, lungs, etc. and functions such as touch, temperature, pain, joint position.

    Therefore to put in an equation –  

    Practical reasoning = the VPC + the limbic system + the somatosensory cortex.

    However, it’s not as simple as arithmetic. That’s because scientists do not know how these big 3 functions together to bring about practical reasoning. 

    Additionally, how do physical sensations and emotions add into the equation of practical reasoning? 

    The author found the answer in an “Aha!” moment during his hypothesis and research on Elliot. He noticed something funny in the manner in which Elliot narrated his life during many of their sessions. Despite his life story being a sad one, filled to the brim with divorce, financial problems, and losing his job, he never displayed any emotions such as sadness, grief, regret, at all. He didn’t show any annoyance either at the endless questions asked either. The author found out that Elliot responded to everyone and everything flatly, without any display of emotions. While he did have bouts of anger, he would go back to being neutral in an instant.

    To study this further, Elliot was subjected to another experiment where he was shown strong emotional pictures, like those of burning houses, injuries. That is when Elliot himself flatly declared that he did not feel any emotions any longer. It was an observation that was seen even in the 12 other patients with damage to the VPC.

     Therefore, in addition to deficits in practical reasoning, they also found flat emotions a symptom in VPC damage.

    How Emotions Work Vis A Vis The Big Three

    With this new information, the author found a correlation between emotions and practical reasoning. It seemed counterintuitive, as, with emotions out of the way, practical reasoning should have thrived.  However, emotions have a lot more value than we think.

    Emotions can be divided into  – 

    • Body State, and 
    • Emotional Body State

    The Body State is the change that a person has inside their body, for example, the joints, internal organs, muscles, etc.  This information is passed on from the brain to the organs and back via electrical and chemical signals.

    The Emotional Body State, on the other hand, is the sensation that we feel in our body when we experience feelings, for example, relaxing muscles, flushed face while feeling happy and blanching, sweating, and nausea when scared.

    Additionally, one can also experience mental images of something that could trigger the emotional body state. These perceptions are representative of anything, such as the sound of a friend’s familiar voice, the memory of the taste of something you ate with the friend, etc., that can trigger an emotional body state.

    When we combine these mental images, the body state, and the emotional body state, we get an emotion. These feelings – positive or negative – are the brain’s way of understanding if something’s bad or good. We call these bad or good emotions.

    In context to Elliot’s life after the tumor and the VPC damage, his emotions were diminished. However, he still experienced emotions such as anger, sadness, fear, happiness, and disgust in flashes, because these are primary emotions that are hardwired into humans from birth.  

    To illustrate let us see how emotional response and practical reasoning take place in situations of fear, and how the big 3 – VPC, Somatosensory cortex, and the limbic system work in tandem.

    A person suddenly sees a slithering snake ahead of him. His brain relays the information of the ‘slithering motion’ to the limbic system, which then registers it as danger. It signals to fire the fear response via a series of biological and neurological changes that shift the emotional body state to fear, and the person experiences cold sweat, shallow breathing, and heart-pounding.

    Next, based on these body states, the somatosensory cortex analyses the situation as dangerous, and signals the body to experience the fear and the person feels scared. This triggers action and the person runs away.

    In this situation, we can see that the VPC isn’t anywhere in the picture yet. It is the reason why people like Elliot can still experience primary emotions. Secondary emotions, being more complicated, are a different matter. 

    The More Complicated Secondary Emotions

    Secondary emotions are developed over time and experiences. These are dependant on the VPC. To understand how we take the same example as above.

    The person sees the snake but is a herpetologist. The snake is a harmless and rare species that delights the person. The delight is a secondary emotion.

    We already know that emotion is a mixture of the body state and the emotional body state, and the mental images that are triggered by these two states. To cite the example above, the images of the snake, the perception of the sound of the slithering, etc. are at play, possibly triggered by previous experiences with snakes, or by reading about them in a book. 

    Our experiences throughout our lives get collected in our brains and thus we are able to make associations with the millions of things we see and feel daily. For example, a memory of a favorite teacher teaching a person about snakes started the association of snakes with a feeling of happiness. Next, a pet store visit with his dad in the past would have made the association stronger. Finally, the experiences as a herpetologist might have been the full blast that made the person so delighted on seeing the snake.

    The somatosensory cortex keeps us aware of the emotional body state whereas the limbic system creates that body state. However, it is the VPC in the prefrontal cortex that ties the two with experiences of secondary emotions.

    The Final Clue To Practical Reasoning

    The big three – somatosensory cortex, the limbic system, and the VPC – come together to make humans experience their secondary emotions in full glory. Yet, the question that still remains is how is practical reasoning affected by secondary emotions?

    In Elliot’s case, during one interview, the author asked Elliot to choose between two likely dates, a few days apart, for their next appointment. Elliot took out his planner and started to enumerate all the possible pros and cons of the two dates. The author did not stop Elliot. He wanted to see how far could Elliot go. After about half an hour, and after considering factors right from other scheduled appointments to the possible weather on those days, the author proposed one of the two. At this, Elliot simply replied, “Fine.” And then left.

    The author noted that decision was not important to Elliot at all. It was just that he was unable to make up his mind. While Elliot was able to think about the choices given to him, he was unable to make the choice, which was all about practical reasoning. 

    If there is a very important consideration to make when given choices, half an hour of thinking seems considerable, however, in trivial situations, it seems like a complete waste of time. Which is exactly what Elliot was unable to get.

    This mystery, of how practical reasoning is affected by secondary emotions, was called the somatic marker hypothesis. The somatic markers are special types of secondary emotions that help in decision-making. Essentially, the secondary emotions – positive or negative – that one feels while trying to arrive at a conclusion help in steering the decision towards either choice.

    When the secondary emotions are negative, we have a ‘gut feeling’ making it easier to take the other choice. However in Elliot’s case, because the somatic markers were missing, he got lost in the possibilities he had to choose from, simply unable to decide because he couldn’t ascertain the positivity or negativity of his secondary emotions.

    Conclusion

    Emotions play an essential role in one’s ability for practical reasoning. thus people are able to make decisions by weighing choices and reasoning on options. Practical reasoning depends on the ability of the brain to read and assess the emotional body state. Therefore, the brain and the body, and emotion and reason all depend on each other to help us make decisions.

  • Learn The 5 Reasons We Justify Ourselves All The Time From The Book – Mistakes Were Made But Not By Me

    Anyone who has made a mistake in their life has also tried to justify it, even if it is completely their fault and they know it. Nobody likes to admit a mistake and we all try to cover goof-ups. Why do we do this? More importantly, how does this affect our decisions, our interpersonal relationships, and our professional lives?

    Mistakes were made (But not by me) by Carol Travis and Elliot Aronson delves into the tendency of humans to avoid owning up to their mistakes. It reveals that we indulge in self-justification – a habit that can have and has had severe repercussions in the scientific and medical field, in the criminal justice system, and in government dealings and decisions. This psychological tendency not only impacts our decisions but also our relationships.

    Self-justification has several factors behind it. Let’s find out why is it so hard to say ‘I made a mistake’ and really believe it?

    1. Cognitive Dissonance

    Cognitive dissonance is the feeling of unpleasantness that results from two conflicting views or ideas. It leads to self-justification for our actions, ideas, and behaviors. Cognitive dissonance and self-justification of actions lead to habits and development of strongly held beliefs. It is then very difficult to understand the root cause of why a mistake might have happened.

    Example

    A person who continues smoking even after regretting the habit self-justifies, “I don’t smoke much. It’s not affecting my health.” Here, the person has conflicting views – one of smoking and the other of regretting the habit. To resolve the cognitive dissonance, the person justifies their mistake. 

    Another example of cognitive dissonance and self-justification is former U.S. President George W. Bush’s conviction that war with Iraq was the right decision (despite not finding weapons of mass destruction – a justification for the war)

    2. Confirmation Bias And Narrow Mindedness

    How do people justify their mistakes? Backed by years of research, Mistakes Were Made (But Not by Me) explains why we all love to justify ourselves.

    When avoiding cognitive dissonance becomes necessary, people find ways to convince themselves of their justification. They experience confirmation bias – a belief that any evidence is really supporting their view (self-justification), even if there is more evidence that is contrary. People become blind towards any other evidence highlighting their mistake. 

    Example

    In the medical field, mistakes are often justified or even hidden due to confirmation bias. Doctors experience confirmation bias and develop their diagnosis. This leads to them becoming narrow-minded to any other view, or even try to tailor evidence to mirror their original diagnosis, and to satiate their cognitive dissonance.

    3. Morality And The Pyramid Of Choice

    The authors Carol Travis and Elliot Aronson highlight (with backing research) that strong confirmation bias and continuous self-justifications can change perceptions of morality. Perceptions of morality change step-by-step and slowly.

    The pyramid of choice can be explained with an example of two people having the chance to commit adultery.  Both persons are said to be standing atop the pyramid with a bird’s eye view of the repercussions of the choices they will make. 

    Let us consider that both make opposite choices – one decides to commit adultery, and one chooses to remain faithful. They start descending the pyramid, focussing on their respective narrow pathways. As they proceed, they can no longer see the broader perspective of the choices they had earlier. The one committing adultery is convinced that his path is right. On their narrow paths, self-justification and confirmation bias strengthen their beliefs, obscuring their morality in turn.

    Example

    Self-justification is prevalent even in the criminal justice system. Many have been subject to wrongful convictions due to the self-justifying tendency of humans. A study of wrongful convictions in 1989 showed that in Suffolk County, New York resorted to questionable means to obtain evidence for a conviction. This is a classic example of how one loses the thread of morality due to self-justification.

    4. Unreliable Memory

    Self-justification is fed by memory. Many people claim to have a good memory. They are confident of an accurate account of happenings when interrogated. However, this notion is often a misconception. No matter how good one’s memory is, it is always subject to bias that justifies one’s beliefs and behavior in the current situation (and not the actual behavior exhibited at the time the situation unfolded). 

    False memories or fabricated memories of events that have never happened also influence self-justification. The brain believes these false memories (or create them) and convinces a person that their version of what happened is accurate.

    Example

    An author named Binjamin Wilkomirski, wrote a book of his experiences as a child in Nazi concentration camps. Historical analyses of his book revealed that his recount was a fabrication of stories from other sources. It was merely his brains coping mechanism against his troubled childhood. His brain had planted false memories which he believed to be real experiences. A similar example can be found in people who claim to have been abducted by aliens.

    5. The Blame-Game And How It Impacts Relationships

    Whether it is a personal relationship or a professional one, disagreements and mistakes are natural. However, it is self-justification, cognitive dissonance, confirmation bias, and unreliable memory that can take a relationship in a downward spiral. If left unchecked, it can lead to an end to the relationship.

    Self-justification, in a bid to avoid cognitive dissonance, results in placing the blame for mistakes on others. Blame feeds confirmation bias and often result in the demise of relationships even if reconciliation would have been possible. 

    Example

    Self-justification and blame lead to conflicts between governments too, especially in polarised views and at times of conflict. One government justifies its actions by blaming the opposing government, and the other does the same. In the 1979 Iran Hostage Crises, both the U.S. and Iran got into a blame-game over their actions, which were merely responses to the actions of the other.

    The Way Out

    Cognitive dissonance, confirmation bias, blame and self-justification can all lead to destruction. How does one get out of the cycle?

    Ironically, the only way to resolve cognitive dissonance is by admitting one’s mistake. One must let go of confirmation bias and look objectively at the evidence. We must objectively cross-check the validity of facts and not rely only on memory, especially when the stakes are high. We should avoid blaming others, and be receptive to criticism and take it positively.

    Benjamin Franklin said, “It’s the easiest thing in the world for a man to deceive himself.” And books like these help me to reflect on my own behaviour and better understand people around me.

  • The Passion Paradox – Discover The Fascinating Science Behind Passion and Why It Can Be A Double-Edged Sword

    Everyone wants to have a passion that drives them towards success in life. Many self-help books encourage harnessing passion to achieve goals in life. But how do we define passion? What does it mean to have a passion?  According to Brad Stulberg and Steve Magness, the authors of The Passion Paradox (2019), we need to understand passion, it’s working, and how to use its paradoxical mechanisms to successfully achieve goals.

    Passion is defined as ‘having a strong emotion or a feeling about something, a drive to achieve or desire to pursue something fervently’. When it comes to fulfilling our dreams in life, everyone uses the term to denote the ‘relentless pursuit of something we love’. 

    However, passion is not an easily understood concept. It is multi-faceted, having its roots deep in history. Moreover, the paradoxical sides of passion can lead to depression, burn-outs, and destruction. 

    1. The Origins and History of Passion

    Historical connotation and evolution of passion

    The roots of the word lie in the Latin “passio”, which means “suffering” – a reference to Jesus Christ and his suffering. By the middle ages, its meaning of ‘suffering’ was used to describe the suffering of other people, and by the Renaissance period, poets like Geoffrey Chaucer started using the word to describe surging emotions, giving it non-negative connotations. It was William Shakespeare who finally used the term to describe uncontrollable desire and feeling for a person.

    Over the next centuries, people began to apply the word to career choices or activities; eventually leading to the word being used in phrases such as “follow your passion” by the 1970s, giving it the meaning it has in our lives today. 

    Physical connotation of passion 

    Just as its history, the connotations of passion have a negative and a positive aspect in terms of bodily mechanisms and the physical effects it has on us. Passion, as an emotion is regulated by the release of dopamine, a neurochemical, in our body. Unfortunately, this regulatory effect works in the same way dopamine drives drug addiction. Driven by dopamine, passion makes us crave rewards, just as addicts crave drugs.

    Once the reward (or drug) is received, and the craving is satisfied, the hormone dissipates, making us crave for more. Over time, our bodies develop more tolerance for dopamine, making us yearn more. The cycle of yearning, release, craving repeats, increasing our tolerance to a point where rewards (or drugs) stop satisfying us. We crave for higher levels of satisfaction (or doses of drugs), making it a dangerous, vicious cycle.

    2. The Best Kind of Passion

    We need to further analyse the types of passion to understand the effects of passion.

    • Harmonious Passion – Harmonious passions focus on the joy of pursuit of the goal, rather than the reward and final achievement. This helps us to consistently strive towards our goals despite the obstacles; slowly nurturing our passion, and making it stronger in the long run.
    • Obsessive Passion – Obsessive passion focuses on the reward of success rather than the goal itself. Such passion makes individuals lose sight of their original motivations, and lead to unhealthy pursuits. People go to any length to simply experience the thrill of success. They become addicts to the rush of dopamine that they get with external validation. When obsessive passions fail, the drop in levels of dopamine push people towards sinister risks, depression, and destruction.
    • Passion driven by fear – Fear also motivates passion. However, while fear can be a good motivator at the outset, it can lead to the development of stress and other health side effects. For example, fear of failure can drive an individual to work and learn faster, but over time, it can lead to burnout.

    3. Pursuing Passion: Fit Mindset Versus Mastery Mindset

    It is essential to understand how we find passion to nurture it. This brings into perspective the difference between – 

    • The fit mindset, and
    • The mastery mindset

    The fit mindset

    Once we successfully complete a task, we start believing that we have found our passion. We attribute this ‘perfect fit’ to our passion and think that it is the way forward. Researchers call it a ‘fit mindset’ towards passion. While this initially works, passion needs to be nurtured. Unless we do so, we tend to give up the moment we hit an obstacle. 

    What we need to do give up the all-or-nothing aspect of passion and nurture it over time without giving up. The authors Steve and Brad suggest that if after every failure, we go looking for a new passion in life, it will only take us deeper into the cycle of achievement, dopamine release (which we mistake for the ‘perfect fit’), failure, and then craving again.

    The mastery mindset

    Passion should sustain the drive to succeed despite the obstacles we encounter. The mastery mindset focusses on the process of developing passion rather than the end result helping us sustain and cultivate passion over a longer period of time. This way we seek and find pleasure in the smaller achievements that we reach along the way to our goal. 

    While following our passion, failure is inevitable. Failure helps to identify and correct our mistakes. Patience and focus on the smaller achievements in the process give us the needed perspective to continuously improve and become a master at our passion.

    4. Sustaining Passion: Balance and Self-awareness

    One should have a singular focus to achieve mastery in whatever you are passionate about. Once we start following our passion, we tend to go all-in; which requires willpower to maintain a balance between our passion and the rest of our lives. If we go all in, it becomes a self-consuming effort with some amount of suffering. 

    Managing balance in life and our passionate endeavor can throw us into the vicious ‘passion’ cycle and lead to developing unhealthy, obsessive, or fear-driven passions. The trick then is to harness self-awareness. A method where we regularly observe our passions and how they affect our emotions.

    We can also use the step by step approach. This approach requires clear feasibility of following a passion. It requires an understanding and acceptance of failure to follow a passion and a view that we will not find perfection in our endeavours instantly. This helps us in achieving consistency even with obstacles in the way.

    Understanding balance, the need for self-awareness, and using the step by step approach can lead to the sustained development of a passion; one that lasts longer and has a higher rate of success.

    Another important aspect of sustaining passion is knowing when to let go. 

    Following and cultivating passion eventually defines an individual becomes an integral part of their identity. Therefore, letting go of a passion can lead to distress and emotional turmoil. People need to use coping mechanisms to deal with the withdrawal symptoms of letting a passion go. They need to retain the best practices developed over time by following their passions and use them to fuel new passions and pursuits.

    Conclusion

    This book teaches people about passion and how to recognize and cultivate it effectively without giving it the power to consume us by turning into an obsession. Stulberg and Magness thoroughly share what drives passion, what happens when it is all-consuming, and how to find a balance so that one’s passion can be pursued without causing burnout or becoming annoying to others.

    To pursue a passion and avoid its pitfalls, we must give in to the understanding that following passion is self-consuming and requires a veritable amount of sacrifice. Powered with that knowledge, we can pursue passion for the pure joy of it. The Passion Paradox gives us an unusual but important point of view on doing what we love.

  • The 22 Immutable Laws of Branding by Al & Laura Ries

    Between the super successful, top brands leading the markets, and those that fail, there are millions of products that simply go unnoticed. The fate of being unmemorable in a market that is choc-a-block with competitors is a result of the all-too-common mistakes, which most marketing strategists make.

    Al and Laura Ries’ The 22 Immutable Laws of Branding (1998) explains what sets a successful brand apart. The 22 immutable laws that are tried and tested by successful companies, leaders, entrepreneurs, and businessmen teach how to gain an edge over competitors.

    1. The Law Of Expansion

    The law of expansion states that the more a brand expands, the more its focus gets diluted weakening the brand. Therefore, why did Chevrolet end up diluting its brand?

    Whenever we hear the name Chevrolet, we can’t really associate the name with one single image. This is because, for a customer, the name Chevrolet stands for many products, right from small to large and affordable to luxurious.

    The company had started focusing on short-term growth plans and strategies rather than to think of long-term success and brand value. While the short-term plan initially seemed to make the sales soar and the brand a success, in the long run, its sales declined from 1.5 million car sales in 1987 to 0.83 million car sales in 2001, weakening the brand in a span of fifteen years.

    2. The Law Of Contraction

    On the other hand, the law of contraction states that the brand of a company strengthens as it narrows its focus. If we look at the concept of delis today, Subway, founded by Fred DeLuca in 1965, enjoys a prime position in the deli markets, albeit within a niche. 

    Comparing both the laws, we can see that when the concept of delis emerged – a market that offers practically everything, from newspapers, cigarettes and lottery tickets to soups, bagels, sandwiches, muffins, etc. – the delis never managed to capture the nation-wide market and create a strong brand with chains all over, mostly due to the fact that their product categories were so expansive that it became difficult for the companies to focus.

    Subway narrowed the concept of delis to their star product – the sandwich. They enjoy the prime position in that product category even today due to their singular focus.

    3. The Law Of Singularity

    The third law of branding, the law of singularity, deems singular focus on any USP of the product as extremely essential for branding success. Singular focus enables brand names such as Rolex and Prego to become synonymous with the commodity itself – Swiss watches and thick spaghetti sauces respectively.

    Additionally, a brand name such as Walmart, specializing in a number of products, can attain a strong brand name and set itself apart from the rest. Walmart singularly focuses on its company ethos of ‘focusing on low prices’.

    4. Law Of Publicity

    Unlike common belief, there is a vast difference between branding and advertising. While advertising focuses on maintaining brand visibility, it does not help in brand building. Brands are built through publicity. Being a pioneer in the market is just one of the ways to ensure publicity. Without the oxygen of publicity, the bloodstream of brands can never make a place in the market. For example, the name of the first manufacturer of cotton swabs Q-Tips has almost become synonymous with the product name and has been in the public eye since. 

    On the other hand, Miller Regular entered an overly saturated market of beers. With nothing unique about the brand, it failed to gain publicity or consumer interest and disappeared in a year itself.

    5. The Law Of Advertising

    The law states that the purpose of advertising is to protect gains once the brand is launched. Considering that nothing is permanent, every publicity campaign eventually fades with time; and once the hype goes down, companies have to switch to advertising.

    When it comes to advertising, many companies waste their time comparing the superiority of their product to their rivals. However, consumers are not interested in who is better, but want to know who is best!

    A successful advertising campaign focuses on the #1 position. That is why Budweiser is known as the ‘king of beers’ and Goodyear advertises itself as the ‘No.1 in tires’.

    6. The Law Of The Word

    When it comes to branding, companies have a knack for associating a word (a single positive concept) and making it interchangeable with the brand name. That’s what makes brands powerful. For example, when one thinks of ‘prestige’ they immediately think of Mercedes-Benz.

    The law of the word aims at achieving this very effect. It aims at focussing all attention and making the brand synonymous with one word, that distills the essence of a brand. For example, Toyota owns the word ‘reliable’.

    The idea is to own a word association that can resonate with the customers and makes them think of the associated brand every time they hear the word.

    7. The Law Of Category

    Similar to the law of the word, the law of category aims at interchanging the brand name with an entire product category.  A classic example of this is the association of the name Kleenex with all pocket tissues. Here the brand name has replaced the product category name.

    The law states that in branding companies should promote the category itself. Even though promoting the category altogether will also work in favor of competitors, it is a benefit that a company will see in the long run, as it will help in expanding the entire market category.

    8. The Law Of Fellowship

    The law of fellowship states that competition actually works in favor of the brand and creates more business opportunities. If a brand seeks to benefit from the law of category of expanding an entire category, it also works in favor of competing brands, as customers get interested when there is a rivalry between two companies. It draws their attention to the entire product category.

    The rivalry between Coca-Cola and Pepsi is a classic example, where the rivalry of the two companies has drawn attention to and expanded the soft-drinks product category.

    9. The Law Of Credentials

    Credentials play an important role when it comes to branding. This can be seen when we consider two restaurants side-by-side, one practically empty, and one filled to the brim with customers. It is natural that given choice, one would prefer to go and wait in line at the crowded restaurant unless they are hard-pressed for time.

    The law of credentials works when companies stake a claim on authenticity and develop their brand name. If a brand name can successfully place a claim of authenticity to their credentials, then the second and third claims are not very difficult to follow.

    If the more crowded restaurant next claims that they serve the healthiest meal in town, customers will tend to believe their claim as their credentials of being popular work in favor.

    10. Law Of Quality

    It is important that brands walk the walk and talk the talk when it comes to the quality of their products. However, the law of quality states that while ensuring and maintaining quality is important, creating a perception of quality is the trump card.

    Looking at the examples of Coke and Pepsi again one can find that more people say that they prefer Coke to Pepsi. However, numerous blind tastings have shown that Pepsi has a clear edge over Coke.

    This proves that there is actually very little relation between the success of the brand and its quality.

    11. The Law Of Extensions

    Companies love to create extension lines of their products. Hellman’s for example expanded their mayonnaise lines into low-fat, light, and even Avocado-oil mayo. In grocery stores, it is seen that about 90 percent of products are line extensions.

    However, it is also known that about a quarter of the products in stores don’t leave the shelves for more than a month. Therefore, product lines can actually damage a brand.

    The US Beer industry is a classic example. In the 1970s, Budweiser, Miller, and Coors dominated the beer industry with three types of beer. By 2001, they were offering as many as 14 different types of beer that diluted the market with their product lines. This line expansion did virtually nothing towards increasing shares or increasing the consumer base.

    12. The Law Of Consistency

    Line extensions can be used as a savvy way to create a new product category and cater to a gap in the market. Light beer is one such example. However, most brands, prefer to piggyback their extension product on their existing brand, rather than make a new brand altogether. That confuses the customers.

    That is why the law of consistency warns that companies should maintain consistency over time to build strong brands. It means to be more narrowly focused on their prime products and resist the temptation of adding more product lines.

    Volvo, as a brand was consistent with ‘safety’ and known for its strong, solid, middle-of-the-road sedans for three decades. However, when they tried to branch out into flashy sports cars and convertibles, they ended up weakening their brand.

    13. The Law Of Sub-brands

    Just as extensions can backfire and weaken a brand, so can creating sub-brands. Holiday Inn’s creation of their sub-brand Holiday Inn Crowne Plaza – an upmarket luxurious expensive venture – used the same brand name for creating a sub-brand. 

    This risk however backfired as customers outright told them in surveys that the hotel was too expensive for a Holiday Inn. They have since, launched an upscale hotel chain under a completely separate brand name.

    14. The Law Of Siblings

    Adding additional brands to a company can work well, however, they have to be distinct. Known as the ‘family of brands’ strategy, each product brand in the family must have its own identity and its own merits. 

    Time Inc., a behemoth in the magazine publishing industry, already has 7 successful brands. But when they decided to launch a business magazine, they called it Fortune, rather than Time for Business. They gave the magazine its own characteristics and identity. They did the same when they launched Sports Illustrated. The success of these individual brands speaks for the.

    15. The Law Of Borders

    Expanding a product across borders in different countries is also a good way to expand a brand without weakening it. The international expansion allows a brand to expand without dilution, where companies can stick to their original brands and capture a new market, or even introduce a sub-brand or an extension without damaging the original brand.

    16. The Law Of Shape

    Logos are one of the most important aspects of branding. They determine how a customer sees the brand. Creating a clear, clean, and memorable logo can truly set a brand apart.

    The most memorable and visually striking logos are often the ones that are horizontal – in line with our eyes. Getting into specifications, they should be 2.25 units wide and 1 unit tall.

    If we compare the logos of the restaurant chain Arby’s with the car rental company Avis, we see that Arby’s messy vertical logo isn’t as easy on the eyes as Avis’s striking horizontal logo.

    Typography is another factor that can make logos appealing or shabby. While heavily stylized typography can add personality to a logo, it can also make the logo less legible. It is always better to use unembellished simple typography, like the one used by Rolex.

    17. The Law of Colour

    The law of colour is all about contrasting the colour of the background with that of the logo. That said, it is always the advantage of the first brand to enter the market, to choose the best colour signature scheme for their brand. The early bird often gets to use the colour that represents the entire product category, for example, John Deere could choose the colour that represents nature and farming – green.

    Similarly, Coca-Cola chose red to contrast with the brownish-black color of the drink, a luxury that Pepsi did not have. Pepsi’s red and blue combinations weren’t unique and the company had to go to lengths to zero-in on their signature blue color.

    18. The Law Of The Name

    Contrary to Shakespeare’s ‘What’s in a name’, in branding the name of the brand is everything, as choosing it will be one of the most important decisions the company will ever make.

    A good brand name is short and unique. It will decide how customers perceive the brand. If we take Xerox, for example, it was the first plain paper photocopier in 1959. The company became synonymous with advanced technology due to its innovative and superior quality machines. However, despite competitors offering similar quality products by the 2000s, Xerox always had an edge over them due to their small, catchy, unique name.

    19. The Law Of Generics

    Generic names are often forgettable and do not make a brand stand out from the crowd. The health supplement brand Natures Best, Nature’s Secret, and Nature’s Answer do not make for memorable names like McDonald’s or Starbucks.

    The law of generics doesn’t imply that every name has to be unique and invented or have a created meaning. It could also be as simple as taking an ordinary name and putting it out of context in a smart way. For example, the car rental company Budget has cleverly used the work that describes its core USP and made it into its brand name.

    20. The Law Of Company

    The law surrounds creating and maintaining a distinction between the brand name and the name of the company, mostly to avoid confusion. Proctor & Gamble managed to do this very well, where they ensure that the brand name is bold on the front and the company name is a small print on the bottom.

    21. The Law Of Change

    There is a saying when you hit rock bottom, the only way is to go up. And this exactly when a company should consider a change. In other words, when a company stands to lose nothing, when the brand is weak and inconsistent, making a poor impression on the customer’s mind.

    Companies also incorporate change when the profits are high enough to manage lowering prices. While high prices can be used to create a perception of high standards, lowering prices does not indicate a drop in quality. Marlboro always maintained a perception of making high standard expensive cigarettes. However, when they did lower their prices, it was seen as value for money rather than a drop in quality.

    Change can also take place very gradually allowing the brand to evolve. During such cases, it is possible to change the reputation of a brand without really affecting the customer’s perceptions in a jarring manner. For example, Citicorp that once began about 80% of its customers being corporates, incorporated change over a period of 25 years to having about 70% of its customer base in the consumer sector.

    22. The Law of Mortality

    The last law of branding states that all brands have a life cycle and will eventually die, keeping in mind the dynamics surrounding the markets, technology, etc.

    For example, laundry detergents such as Tide overtook products such as Rinso in the mid-20th century. It is therefore in such times where companies should cut losses, and re-enter the market by launching a new brand.

    Companies should also understand and know when the revival of a brand is simply not possible. Moreover, they need to know exactly how cost-ineffective the move could be.

    Final Summary

    In conclusion, we can see that branding is all about perception. It works when a brand manages to create a lasting impression, have a clear conscious mind, be able to clearly distinguish customers.