Physique Part 3: Three Escapes from the Grip of Physique

Physique is ‘the mental imprint of a brand’s physical image, as a sensory perception”. Its power comes from its automatic nature, which escapes formal or rational thinking. It’s related to the primacy effect, psycho-speak for the power of first impressions. Once imprinted, it decides whether we ‘accept’ products that don’t fit the ‘physiqual’ mould.

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Physique Part 2: Is Your Brand Physique a Constraint or an Asset?

For many product categories, a brand’s products leave a deep, indelible imprint on the mind. I call it ‘physique’, drawing upon similar usage in the literature. It is a powerful stamp, often a defining one for some brands, more so than its logo or name. It’s power comes from our automatic, helpless response to it, which precedes any formal or rational thinking. The idea is introduced more fully in my previous post.

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Physique Part 1: I Like Your Body: The Grip of Physique

First, the news. When Tech Mahindra, Indian conglomerate Mahindra’s engineering and technology arm, bought a controlling stake in the Italian auto design company Pininfarina it was, said chairman Anand Mahindra, meant to address “the increasing design sensibilities of today’s consumers,” for whom “product design will greatly influence customer choice”. Pininfarina already works with Mahindra on SUV design, and on a concept electric car.

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Requiem for the Music Store

First, the news. On a sad day for music lovers, especially those of the classical kind, the iconic music store Rhythm House, at Kalaghoda in Mumbai, shut down its online ordering service citing “obvious reasons”, in a message on its website on Valentine’s day. The physical shop shut down two months ago.

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