Mr. D Shivakumar, President AIMA & Sr. Vice President – IMEA, Nokia

Brands have different types of mnemonics. Some have audio or sound mnemonics, some have color mnemonics, some have logos and some have a combination of audio, color, and logo.

An example of a mnemonic is the Amul  Girl, is the Mercedes and BMW symbols, and is the red color of Coca cola and the blue shade of IBM.

Mnemonics have been around for years and were useful in differentiating and adding an experience layer to brands. The origin of branding was in marking a product/commodity and then adding a symbol or picture to it. The symbol or picture was very important in the early days of branding because the vast population was illiterate and there was little media except posters. So the ability to put up a symbol on a poster led to the early mnemonics. Continue reading →