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March 2016

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Does your B2B brand strategy go beyond words? The look and feel of your website, ads, and product all speak volumes to your customer, and often send a stronger message than your copy or content. In the 1940s, consumer psychologist Louis Cheskin researched unconscious thinking in customers and discovered that for most people, the package and the product are one. He called this “sensation transference”—the idea that on an unconscious level, the visual and other sensory elements of a product or brand become the product, and the mind makes no distinction between the two. If the customer found the label, color, shape, or size of the product appealing, he or