The Coolidge effect is a biological phenomenon whereby males display a greater libido and rate of sexual performance given the introduction of new sexually receptive females. That is, although the male will not be physically able to re-mate with the current female, ‘things’ will start to happen if another female saunters in.
I wonder if this relates to our experiences with brands as well. We are unable to respond to copycat products, clichéd slogans, flaccid campaigns…There’s just no go.
Consumers need novelty. So brandcrafters, instead of spouting nonsense about ‘redefining luxury’ and ‘timeless elegance’, let’s make the brand come alive through a comprehensive brand experience. Scrap those repetitive TV commercials and instead promote vivid in-store simulations. Try crowdsourcing your product design to gain inspiration from your target market. And if all else fails, throw two tennis superstars on the helipad of a seven-star hotel and get clicking.
Raise the stakes, and you will raise the responses. In all senses.