Site Schemes

A red stripe proudly displays the numbers of burgers sold in white over golden arches, the lowercase letters h and p gently lean to the right, a red triangle with an oval ruled in white encircles the company name . . . McDonald’s®, Hewlett Packard®, Nabisco®

These companies have achieved what every business wants: brand recognition through their logos. It makes no difference if you like the brand. It only matters that you recognize the products when you see the logo. How is it that these logos have become as recognizable as the face of a friend?

Close your eyes and you can see these icons. Why? Three elements of human nature are working together to imprint these images in your memory. Here is my formula for the theory behind branding: (Retrieve Stored Memories + Simple Design) Repetitive Times = Logo Recognition

. . . Your Kind of Place

More often than we realize, we rely on stored memories to relate to one another. For example, think about this statement: I once visited a restaurant in Pennsylvania that captured the essence of a sixties diner.

How do you imagine this restaurant to appear? You may have a mental image of a typical diner with the round stools lined up in front of a lunch counter, perhaps booths covered in marbled vinyl, and even a juke box in the corner.

Your mental image may be different than mine, but the flavor of the image is the same. Not only do we have a mental picture of a sixties diner in our minds, but we may also have feelings of nostalgia.

Logos that we recognize immediately provoke an emotional response on sight because they retrieve stored memories.

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If you use Microsoft chat software, including Microsoft MSN Chat Control, Microsoft MSN Instant Messenger Service 4.5 and 4.6, and Microsoft Exchange Instant Messenger 4.5 and 4.6, visit www.microsoft.com to download the latest upgrades. Microsoft announced on May 8 that these components are

vulnerable to remote attackers allowing them to run arbitrary code on the system with user-level privileges. Note: These components are not part of Internet Explorer or Windows 2000. They are part of Windows XP.

—Learn more at symantec.com and microsoft.com

About Site Schemes’ Virtual Assistant Update

Site Schemes brings you this newsletter to help you learn new ways to use your computer and the Internet, to get organized, to use the Web for research, to market your products and services, and to acquaint you with Site Schemes' services.

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