MAM
It’s all in the brain – brands and emotional connect
MUMBAI: The human brain consists of 100 billion cells, 100 trillion connections and is by far the most complex organism in the universe. It is the also the place where brands reside. This is the real ‘sticky stuff’.
One session of Promax&BDA 2005 saw Graham McCallum, the creative head and founding partner of British television branding company Kemistry, talk about how scientific research is tracking the emotional responses to brands.
He used the example of the Eiffel Tower as a super brand, which could unlock a number of associations about all things French. Like their wine, for instance.
McCallum pointed to a study by Dr Erin Ziedl of California University who tracked brain responses with an MRI scanner. Brand names were recognised by the emotional part of the brain, the right side.
He used a study of Coke to show how strong emotional connect is. A particularly illustrative example was that of the reaction of US soldiers during the Korean war. Coke cans were sent to soldiers at the front. Interestingly these soldiers did not consume the product. They just kept it by their beds or where they could see it simply because it reminded them of home.
McCullum says that it is important for brands to target kids even if they are not directly using them. For instance a car company in the UK came out with an ad targeting boys. After all boys have pester power when it comes to telling their father which car to buy. Also another study shows that one-and-a-half-year-old tots can recognise McDonalds’ golden arches. This is not surprising as children are exposed to brands from birth. Even five-year-olds can recognize lots of brands.
McCallum’s advice to brand managers – keep to the central brand proposition. One needs to know the key touch points that your product will come into contact with. This includes the phone receptionist speaking to a customer. It is also important to claim ownership. In a cluttered television market a movie channel should send a clear message about the fact that it is airing a particular blockbuster. It is also important to be clear and consistent.
He gave the example of Holland’s pubcaster. Kemistry simplified the logos and made them a gateway to everything else when one visits their website. It is also imperative for a brand to do the unexpected. For instance a Canadian television firm Global stuck their logo on apples.
MAM
G-Shock launches GA-2100CM series with camouflage design
New sand and grey variants priced at Rs 10,995 each in India.
MUMBAI: Time just got a little more tactical and a lot more stylish. G-Shock has unveiled the GA-2100CM series, a fresh update to its popular GA-2100 line, bringing a camouflage twist to one of its most recognisable silhouettes. For the first time in the 2100 series, the watches feature G-Shock’s original camouflage pattern, subtly embedding the brand’s signature ‘G’ motif into the design. The move signals a shift towards more design-led storytelling, blending rugged functionality with fashion-forward detailing.
The new series introduces two colour variants sand (GA-2100CM-5A) and grey (GA-2100CM-8A) extending the model’s appeal across both streetwear and outdoor-inspired aesthetics. Built around the brand’s signature octagonal bezel and hybrid analogue-digital display, the watches retain a clean, modern look while adding layered visual depth.
Under the hood, the GA-2100CM continues to lean on performance. It features the Carbon Core Guard structure for durability, while maintaining a slim, lightweight profile suited for everyday wear. Functional elements include world time across 31 time zones, a 1/100-second stopwatch, countdown timer, LED light and 200-metre water resistance.
In line with evolving material choices, select components use bio-based resin, pointing to a gradual shift towards more sustainable design without compromising on toughness.
Priced at Rs 10,995, the GA-2100CM series is available across Casio India stores and online platforms.
As watch brands continue to balance utility with identity, G-Shock’s latest drop makes its intent clear, durability may be the legacy, but design is the new frontier.
