Simple marketing: a 30-second look at the use of symbols

A very brief history of symbols


Source: BBC


According to a BBC article, “a series of parallel lines engraved in an animal bone between 1.4 and 1.2 million years ago may be the earliest example of human symbolic behaviour”. 


 If a picture is worth 1,000 words, a symbol is worth at least 1,000,000. 

 Many people have been willing to die for many symbols. 



A quick snapshot of marketing Icons

So what are the implications for marketeers? 

 ~80% of communication is non-verbal.  Most world-class organizations know this.  


According to a recent survey by the Schechter Group 55 % of the national brand and company logos exposed to consumers elicited different responses, either better or worse, than the brand and company names alone when presented plain, sans logos. 

But don’t over-think it, the Nike logo was created for just $35 dollars.  

And always remember that we have an ethical responsibility to balance our marketing goals with integrity.  This is not just a problem in the U.S., it’s a problem in the world – see this video from Russia: How far is advertising allowed to go?   


Good marketing! 



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