I found this piece in the Irish Times today about neuromarketing. Martin Lindstrom researched the impact of the tobacco industries long-term investments with Formula One. Bottom line: The tobacco industry continues to encourage people to smoke, even though they no longer participate in sponsorship. Martin attributes this to the the fact that the tobacco industry (specifically Marlboro) made itself a part of Formula One's core values: sex, speed, innovation and coolness. They wove their story into the lifestyles of their target audience.
A few interesting points from the article:
"When there are no logos around, my rational mind tells me I shouldn't crave those things. Without the logo my intuition kicks in and I want to smoke. The evidence is mounting that the most powerful form of sponsorship today is where you do not have a logo but you make up for this with smashable components of the brand."
"Product placement is a €2 billion industry led by the US market. But Lindstrom's research showed that almost all product placements are ineffective, causing no increase in brand recall. Those that do get noticed do so because they are embedded so deeply within the story of the film or show, that it is a natural part of the environment. "
"Marketing people will realize that it is not about plastering your logo everywhere - it is about context, and it's about embedding the message within the narrative of the story being told, whether that is a football match or a James Bond movie. Our research in to this is extensive, and it tells us that when a brand appears in a story at the wrong moment, we don't just ignore it, we delete it from our mind, such is our irritation at being interrupted."
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