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https://learnenglish.britishcouncil.org/grammar/english-grammar-reference/relative-pronouns-relative-clauses

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The relative pronouns are:

We use relative pronouns to introduce relative clauses. Relative clauses tell us more about people and things:

Lord Thompson, who is 76, has just retired.
This is the housewhich Jack built.
Marie Curie is the womanthat discovered radium.

We use:

Two kinds of relative clause

There are two kinds of relative clause:

1. We use relative clauses to make clear which person or thing we are talking about:

Marie Curie is the woman who discovered radium.
This is the housewhich Jack built.

In this kind of relative clause, we can use that instead of who or which:

Marie Curie is the woman that discovered radium.
This is the housethat Jack built.

We can leave out the pronoun if it is the object of the relative clause:

2. We also use relative clauses to give more information about a person, thing or situation:

Lord Thompson, who is 76, has just retired.
We had fish and chips,which I always enjoy.
I met Rebecca in town yesterday,which was a nice surprise.

With this kind of relative clause, we use commas (,) to separate it from the rest of the sentence.
Level: intermediate
whose and whom

This is George, whose brother went to school with me.

We sometimes use whom as the object of a verb or preposition:

but nowadays we normally use who:

This is George, who you met at our house last year.
This is George's brother,who I went to school with.

Relative pronouns with prepositions

When or which have a preposition, the preposition can come at the beginning of the clause:

I had an uncle in Germany, from who(m) I inherited a bit of money.
We bought a chainsaw,with which we cut up all the wood.

or at the end of the clause:

I had an uncle in Germany, who(m) I inherited a bit of money from.
We bought a chainsaw,which we cut all the wood up with.

But when has a preposition, the preposition always comes at the end:

I didn't know the uncle that I inherited the money from.
We can't find the chainsawthat we cut all the wood up with.

when and where

We can use when with times and where with places to make it clear which time or place we are talking about:

England won the World Cup in 1966. It was the year when we got married.
I remember my twentieth birthday. It was the daywhen the tsunami happened. Do you remember the place where we caught the train?
Stratford-upon-Avon is the townwhere Shakespeare was born.

We can leave out when:

England won the World Cup in 1966. It was the year we got married.
I remember my twentieth birthday. It was the daythe tsunami happened.

We often use quantifiers and numbers with relative pronouns:

She has three brothers, two of whom are in the army.
I read three books last week,one of which I really enjoyed.
There were some good programmes on the radio,none of which I listened to.

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Learn about relative pronouns and relative clauses and do the exercises to practise using them.

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I don't really like tips; tips about communicating well, tips about writing.
What I would prefer is a process that transforms you so the tips take place automatically.
I mean for instance, very often a tip is given: “When you're speaking to a crowd, vary the pace of your speech, vary the volume.”
Well, those are two good things, but if they happen mechanically it gets to be kind of boring.
Some people are encouraged when they're coached: “At this point leave where you're standing and walk over there and take a pause.”
Well, maybe that makes sense in terms of how it's written; at the end of that paragraph you want to make a space before the next paragraph, but it doesn't necessarily make sense in terms of how you're talking and relating to the people you're talking with.
That—relating to them—should be the source of a pause, the source of moving, because it comes out of the thought process I'm going through and it comes out of the thought process
I sense you're going through.
Have you understood that last part?
So now I'm thinking, if you have what's the next thing that I can tack onto that that will mean something to you?
And if you haven't, should I clarify it a little more?
So there's a dynamic relationship between us that leads to a change in pace, to a change in volume and that kind of thing.
A tip is just an intellectualization of that, which might be okay to give somebody once they've got the grounding in the ability to connect, but it ought to come out of the connection.
It shouldn't be a checkbox that you tick off.
So I really don’t like tips.
If I'm pressed really hard there are three tips that I do kind of follow.
Probably it's a good idea to follow these tips after you get used to being connected to somebody, but there are three things that I like to do, I call it the three rules of
three.
So the first rule is, I try only to say three important things when I talk to people.
No more than three.
If it's one thing that's maybe even better, but usually there's a lot to say.
When I make notes on what I want to talk about, if I see I'm going on past three to four and five I start eliminating them or seeing if I can fold them into the other things.
Because three things are really all I can remember and I don't work from notes when I talk to people and I advise other people not to.
I never read it because reading just excommunicates you; it's not communication it's excommunication, in my view.
So I can't remember more than three things, and I don't think they can remember more than three things, so what's the point of telling them stuff they're not going to remember?
So I stick to three.
That's rule number one of the rule of three things.
The second rule is, if I have a difficult thing to understand, if there's something I think is not going to be that easy to get, I try to say it in three different ways because
I think if you come in from different angles you have a better chance of getting a three-dimensional
3:29
view of this difficult idea, so I try to say it three different ways.
3:35
And the third tip, which I always forget, is that if I have a difficult thing that's
3:44
hard to get, I try to say it three times through the talk, so that the first time you hear
3:52
it you start to get used to it, the second time it's familiar and the third time you
3:56
say, “Oh yeah, right.
3:58
Okay.”
3:59
Now, I do follow those three tips, but I don't think I tell somebody: “You're going to
4:04
get up to talk, here are three tips to remember.”
4:08
It's a process.
4:09
You've got to get transformed into being a better communicator.
4:12
You've got to go through steps where it's like going to the gym, only it's a lot more
4:17
fun than going to the gym because it involves connecting with another person and we're built
4:22
to connect with another person.
4:24
In spite of the fact that we often avoid it, it actually is fun when we get into that position.
4:30
So if we could get ourselves transformed into liking connecting with the audience we're
4:35
talking to or writing for, then these tips will happen automatically or finally we'll
4:41
be able to put them to work in terms of that transformed way we have of connecting.
4:48
It really feels good.

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The purpose of this presentation is to explore how the five senses can be utilized in marketing to establish a lasting connection with brands.

Previous studies have shown that without our conscious awareness, our bodily sensations help determine the decisions we make. For example, in a quantitative approach experiment conducted by Lawrence E. Williams and John A. Bargh, It was found that people who had briefly held a warm beverage were more likely to think that a stranger was friendly, in contrast to people who had held a cold one. This finding carries important implications for marketing researchers, who are increasingly recognizing the potencial of sensory marketing.

In conclusion, the findings of this presentation suggest that sensory marketing is an indispensable tool for brands aiming to stand out in a game where the consumers' attention is the ultimate prize. However, despite the growing evidence supporting the effectiveness of sensory marketing, some companies still struggle to implement these strategies effectively. Consequently, investing in research and consulting with sensory experts can help businesses unlock the potential of this approach.

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We lose our train of thoughts
My brain has just frozen
Step it up a notch
worthwhile
you gave me free hand

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TIPS - When you are feeling stuck and can't find the answer right away, you can "buy yourself some time".

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TIPS - When you are feeling stuck and can't find the answer right away, you can "buy yourself some time".

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To buy time - Idiom means to delay one thing so you can do something or achieve something else. In this case, you want to delay answering the questions, so you have time to think and get all of your thoughts organized, so you can communicate clearly.

Take a short pause. It allows you to have a moment to breathe and calm down. Then use one of the phrases beside to buy yourself a little time. As you are saying these words from the extracts, your mind should be quickly thinking about what it is that you want to say.

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Sensory Marketing: Engaging the Five Senses to Create Memorable Brand Experiences.

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Sensory Marketing: Engaging the Five Senses to Create Memorable Brand Experiences.

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The five senses (sight, hearing, taste, smell, and touch) play a significant role in marketing because they directly influence how people perceive and engage with products, services, and brands. Marketers often leverage these senses to create memorable and persuasive experiences that connect with consumers on a deeper level. Here's how each sense relates to marketing:

1. Sight: Visual elements are crucial in marketing. Colors, shapes, typography, images, and videos are used to create visually appealing advertisements, packaging, and branding. Aesthetically pleasing designs can attract attention, evoke emotions, and communicate brand messages effectively.

2. Hearing: Sound can evoke emotions and create associations with a brand. Jingles, catchy tunes, and memorable slogans or taglines can be powerful in reinforcing brand identity and building brand recall. Audio branding can also be used in radio and online ads to create a distinct and recognizable brand experience.

3. Taste: This sense is most relevant to the food and beverage industry. Marketers can use sampling or tastings to allow consumers to experience the product directly, fostering positive associations and encouraging purchases. Additionally, descriptions and imagery that evoke taste sensations can be used in marketing content.

4. Smell: Although less commonly used than sight and sound, the sense of smell can strongly influence consumer behavior. Certain scents can trigger memories and emotions, which can be harnessed to create unique and memorable brand experiences in retail environments, hotels, and other businesses.

5. Touch: Physical interaction with products can influence purchasing decisions. The texture, weight, and feel of a product can convey quality and influence perceived value. In retail settings, touch can be a crucial factor in creating an engaging and memorable shopping experience.

Multisensory marketing aims to combine different sensory elements to create a holistic and immersive experience for consumers. By appealing to multiple senses simultaneously, marketers can create more memorable and impactful campaigns, leading to increased brand recognition, emotional connection, and higher chances of conversion.

It's important for marketers to understand their target audience and the context in which their products or services will be experienced. Different senses are more relevant in certain industries or situations, and an effective marketing strategy will leverage the appropriate sensory elements to resonate with the consumers and create a lasting impression.

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1 - Marketers have been building expertise in reaching consumers through the five senses for two decades. However, many companies have not yet fully recognized the profound impact of nonconscious stimuli on consumer behavior.
2 - In the automobile industry, rational features are what count the most when it comes to buying a car. On the other hand, emotional features play a significant role unconsciously, making designers work hard to optimize the feel of knobs, the solid noise of a door shutting, and the distinctive new-car smell.
3- In an experiment conducted by Lawrence E. Williams and John A. Bargh, people who had briefly held a warm beverage were more likely to think that a stranger was friendly, in contrast to people who had held a cold one.
4 - Consumers constantly block what they perceive as marketing campaigns, considering they are exposed to many of them on a daily basis. Nevertheless, sensory marketing, perceived in subtle ways at a subconscious level, is not blocked but accepted.
5 - Sensory marketing goes beyond product features. Additionally, it taps into consumers' emotions and memories to create a lasting connection with the brand.
6 - Sensory marketing goes beyond traditional consumer goods; it can be applied to service industries as well. Furthermore, banks and financial institutions can utilize scents and sounds to create a more inviting atmosphere for customers.
7 - Despite the growing evidence supporting the effectiveness of sensory marketing, some companies still struggle to implement these strategies effectively. Consequently, investing in research and consulting with sensory experts can help businesses unlock the potential of this approach.
8 - Sensory marketing can evoke powerful emotions and associations in consumers. Therefore, companies should carefully choose sensory elements that align with their products to guarantee they will receive the best response.
9 - In conclusion, sensory marketing is an indispensable tool for brands aiming to stand out in a game where the consumers' attention is the ultimate prize.

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1. What is the concept of "embodied cognition," and how does it relate to consumer decision-making?

2. How has the interest in sense-based marketing evolved among academics in recent years?

3. How has the response to nonconscious stimuli been perceived by marketing researchers, and why is it considered powerful?

4. Who is Aradhna Krishna, and what led her to explore the field of sensory marketing?

5. Provide examples of companies using sensory marketing to enhance consumer experiences and boost sales.

6. What is the significance of incorporating sensory effects beyond visual attributes in product development and marketing?

7. How did the experiment conducted by Krishna, Lwin, and Morrin demonstrate the impact of scent on memory and brand recall?

8. How has communication with customers evolved over time, and what role do sensory experiences play in modern marketing conversations?

9. Why should every consumer company consider using the senses to intensify brand personalities and foster stronger connections with consumers?

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For two decades marketers in a variety of industries have been building expertise in reaching consumers through the five senses—learning to deploy cues, such as the sting from a swig of mouthwash and the scritch-scratch sound of a Sharpie pen, that can intensify perceptions of brands. The past year has brought a rush of interest in the subject among academics. New research suggests that we’re about to enter an era in which many more consumer product companies will take advantage of sense-based marketing.

Much of the new research centers on “embodied cognition”—the idea that without our conscious awareness, our bodily sensations help determine the decisions we make. For example, people who had briefly held a warm beverage were more likely than people who had held a cold one to think that a stranger was friendly; this was demonstrated in an experiment by Lawrence E. Williams, of the University of Colorado at Boulder, and John A. Bargh, of Yale. And warm ambient temperatures prompted people to conform to a crowd, a finding of researchers led by Xun (Irene) Huang, of Sun Yat-sen University.

Marketing researchers are “starting to realize how powerful the responses to nonconscious stimuli can be,” says S. Adam Brasel, an associate professor of marketing at Boston College. Work on embodied cognition has begun “blowing up on the academic side,” he adds. At the 2014 Association for Consumer Research’s North American conference, Brasel heard more papers on sensory research presented than at any previous conference. That same year the Journal of Consumer Psychology published a special issue on embodiment and sensory perception, with a focus on how sensory inputs can drive consumer behavior.

Aradhna Krishna directs the Sensory Marketing Laboratory at the University of Michigan and is considered the foremost expert in the field. She says that many companies are just starting to recognize how strongly the senses affect the deepest parts of our brains. The author of the 2013 book Customer Sense: How the 5 Senses Influence Buying Behavior, Krishna got into the field because she was fascinated by certain questions: Why does wine taste better in a wine glass than in a water glass? Why is an ad showing a piece of cake more engaging when the fork is placed to the right of the cake? Why does the smell of cinnamon make a heating pad seem to work better? Krishna realized that the senses amplify one another when they are congruent in some way. Because cinnamon suggests warmth, it can enhance a heating pad’s appeal and apparent effectiveness. Such influences are subtle—and that’s exactly why they are so powerful. Consumers don’t perceive them as marketing messages and therefore don’t react with the usual resistance to ads and other promotions.

Thinking about sensory effects is an established practice in some consumer industries, such as food, cosmetics, and hospitality. For example, Hershey’s has long been aware that the tactile pleasure people get from unwrapping the foil around a Kiss transforms an ordinary piece of chocolate into a special experience. But many companies are taking their thinking much further. Consider this campaign by Dunkin’ Donuts in South Korea: When a company jingle played on municipal buses, an atomizer released a coffee aroma. The campaign increased visits to Dunkin’ Donuts outlets near bus stops by 16% and sales at those outlets by 29%. Another example is Olay Regenerist thermal facial products, which are engineered to generate heat upon application (although heat isn’t necessary to their functioning) to signal that they are working.

Automakers have paid close attention to the senses for years: Designers work hard to optimize the feel of knobs, the solid noise of a door shutting, and the distinctive new-car smell. Recently they have turned to advanced technologies. For instance, in its 2014 M5 model, BMW mikes and amps the engine sounds through the car speakers, even when the audio system is turned off. The idea is to enhance the car’s sporty feel.

Still, in wide swaths of consumer industries, companies remain focused solely on visual attributes and give little thought to other sensory effects. Product developers and marketers need to change that, Krishna says. Bank executives should make sure that branch offices exude the reassuring, wealth-suggesting aromas of wood and leather. Manufacturers of products with embedded motors should think about those products’ sounds—are they tinny whines or solid, low-pitched hums? Luxury clothing manufacturers doing business online should consider what message is conveyed when goods are shipped in bubble wrap versus high-quality crinkly paper.

For managers looking to learn about sensory stimuli, the new academic work reveals striking instances of senses affecting attitude, mood, and even memory more profoundly than words ever could. An experiment Krishna conducted with May O. Lwin, of Singapore’s Nanyang Technological University, and Maureen Morrin, then of Rutgers University, is just one example. The three found that imbuing pencils with the unusual scent of tea tree oil dramatically increased research subjects’ ability to remember the pencils’ brand and other details. Whereas those given unscented pencils experienced a 73% decline in the information they could recall two weeks later, subjects given tea-tree-scented pencils experienced a decline of only 8%.

“In the past, communications with customers were essentially monologues—companies just talked at consumers,” Krishna says. “Then they evolved into dialogues, with customers providing feedback. Now they’re becoming multidimensional conversations, with products finding their own voices and consumers responding viscerally and subconsciously to them.”

Such conversations, she emphasizes, should be at the center of product innovation and marketing for many brands. Every consumer company should be thinking about design in a holistic way, using the senses to help create and intensify brand personalities that consumers will cherish and remember.

https://hbr.org/2015/03/the-science-of-sensory-marketing

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Practice Exercise:

Write a short paragraph (5-6 sentences) about the text you read relating the 5 sense and marketing, using contrasting ideas, linking words and phrases, and at least one expression for contrast.

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Contrasting ideas are powerful tools to highlight differences and add depth to your writing. They can be used to compare two or more elements, situations, or concepts, and make your arguments more compelling. Here are some examples of contrasting ideas:

While some people prefer coffee, others opt for tea.

The project was a success for the marketing team, but it faced challenges for the sales team.

He may be talented, but he lacks discipline.

Using contrasting ideas helps you present a balanced perspective and strengthens your overall message.

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Talking about 5 senses in Marketing

Lesson: Using Contrasting Ideas, Linking Words, and Expressions

However,

On the other hand,

In contrast,

Nevertheless,

Additionally,

Furthermore,

Consequently,

Therefore,

In conclusion,

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What is sensory marketing?

Why should marketers utilize sensory marketing?

How do you appeal to your customers through all 5 senses?

(taste, sight, touch, smell, and hearing).

How could you use sensory marketing to engage consumers?

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https://som.yale.edu/story/2022/five-insights-multi-sensory-marketing

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For centuries, marketers have innately understood the value of multi-sensory marketing. From the scent of fresh bread luring hungry customers into a bakery to the "plop plop, fizz fizz" sound of Alka-Seltzer releasing its healing properties, brands have used elements of multi-sensory marketing, but have generally lacked a systematic approach to engaging the senses.

In recent years, however, marketers have shown a renewed focus on forging emotional connections through all five senses-sight, sound, touch, smell, and taste. And learnings from behavioral science suggest that developing strong multi-sensory strategies will become essential for winning consumer loyalty in the near future.

This week we're taking a look at just a few of the behavioral science principles behind multi-sensory marketing and highlighting one interesting finding from each of the five senses.

Insight #1 Sight - Vision is most important to consumers at the point of purchase and when getting familiar with the product. At later stages, other senses become more important. Qualitative research of juicers found participants used vision to examine the function of the product and observe the shape, "so big... it's so cute... the top is like a speedboat" and only touched when they found something special.

Insight #2 Sound - When music is familiar, shoppers reported longer shopping times, but actually shopped longer when the music was unfamiliar.

Insight #3 Touch - Merely touching an object results in an increase in perceived ownership of that object. Higher levels of interaction with a product, by means of augmented reality, also has a positive effect on perceived ownership, regardless of the product type, affecting product attitudes and purchase intentions.

Insight #4 Smell - Distinctly scented objects enhance recall for other attributes of the object; both with and without a scent‐aid being present at the time of recall. In one study, when a pencil or a facial tissue was imbued with scent (vs. not), recall for the brand's other attributes increased significantly-with the effects lasting as much as 2 weeks after exposure.

Insight #5 Taste - There is a positive relationship between brand familiarity and taste...when people are familiar with a brand, they think it tastes better. In one study, children tasted identical foods and drinks either in packaging from McDonald's or from unbranded packaging. Children preferred the taste of foods and drinks they believed were from McDonald's.

If your firm has an interest in collaborating to explore multi-sensory marketing further, reach out to us at ycci@som.yale.edu.

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Five Insights from Multi-Sensory Marketing

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For marketers, tactics designed to engage each of the consumer's five senses can be a powerful tool for unlocking deeper connection with the consumer.

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Sensory Marketing: How the 5 Senses Can Be Explored in Marketing?

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You don't have to use "On one hand" in order to use "on the other hand". But if you start with "on one hand", then you need to finish with "on the other hand".

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Whereas / While are used to connect two ideas in one sentence. Look closely at the examples below: 

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Whereas / While are used to connect two ideas in one sentence. Look closely at the examples below: 

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1- There is a dramatic difference in pay between dentists and their assistants. The average yearly salary of a dentist in the United States is $180,000, whereas a dental assistant's yearly income is $39,000.

2 - The cities of Washington D.C. and New York are very different. Whereas New York is known as a leader in culture and business, Washington D.C. is primarily important because
it is the center of the United States government.

3 - While it is possible to earn a lot of money when you invest in the stock market, it is also possible to lose a lot of money.

4 - Some teachers permit students to use cell phones in the classroom, while other teachers forbid the use of cell phones.

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HAVE A PRE-PLANNED ROUTINE FOR IMPOSSIBLE QUESTIONS.

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HAVE A PRE-PLANNED ROUTINE FOR IMPOSSIBLE QUESTIONS.

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There may be many reasons why we might just draw a blank and can't answer a question.

So, it's helpful to have a routine prepared for when our mind goes blank and we are simply unable to answer a question.

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To draw conclusions and summarize your thesis, consider using these phrases:

In conclusion,...

This study has demonstrated...

The findings of this thesis suggest that...

Based on the results, it can be concluded that...

Future research should focus on...

Example: In conclusion, this study has demonstrated the significant impact of social media on consumer behavior in the fashion industry, emphasizing the need for further research on specific strategies to leverage social media platforms effectively.

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4 - Discussing Implications and Significance:

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4 - Discussing Implications and Significance:

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When discussing the implications and significance of your findings, use the following expressions:

These findings have important implications for...

This study contributes to the existing literature by...

The results shed light on...

The findings provide insights into...

These findings have practical implications for...

Example: These findings have important implications for fashion marketers, as they highlight the need to invest in social media marketing strategies to enhance consumer engagement and drive purchase behavior.

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To present your research findings, consider using these phrases:

The results indicate that...

It was found that...

Statistical analysis revealed...

A significant correlation was observed between...

The data supports the hypothesis that...

Example: The results indicate that social media engagement positively influences fashion consumers' purchasing decisions, with a statistically significant correlation between the number of likes received by a brand and purchase intention.

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When explaining your research methodology, these expressions can be helpful:

This study adopts a quantitative/qualitative approach to...

A mixed methods approach was employed to...

Data was collected through...

The research sample consisted of...

Statistical analysis techniques, such as [name technique], were used to...

Example: A mixed methods approach was employed to gather data from a sample of 500 fashion consumers, combining surveys and in-depth interviews.

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To provide a comprehensive background for your thesis, you can use the following expressions:

Previous studies have shown...

Extensive research has been conducted on...

Scholarly literature has documented...

The existing literature suggests...

A gap in the literature exists regarding...

Example: Previous studies have shown the influence of social media on consumer purchasing decisions, but there is a gap in the literature regarding its specific impact on the fashion industry.

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When introducing your thesis topic, it's essential to provide context and engage the reader. Here are some phrases that can be used:

The purpose of this thesis is to...

This thesis aims to...

In this study, we investigate...

The research question/problem addressed in this thesis is...

The main objective of this thesis is to...

Example: The purpose of this thesis is to examine the impact of social media on consumer behavior in the fashion industry.

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Expressions and Phrases for Thesis.

These expressions will help you articulate your ideas, present evidence, and draw conclusions in a coherent and scholarly manner.

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Write your own sentences using the vocabulary words or expressions. Try to use them in a meaningful context to demonstrate your understanding.

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Write your own sentences using the vocabulary words or expressions. Try to use them in a meaningful context to demonstrate your understanding.

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- By delving into the victim's past, the detective was able to solve the murder
- During the sunset, the sky's colors seamlessly blend, creating a breathtaking view
- Astronomers are constantly tapping into the unknown
- That teacher is known for being a wellspring of knowledge
- Young adults are grappling with the addictive nature of eletronic cigarettes
- The flowers intertwine, creating what would be considered a piece of art
- Although she has had a major break-up, her feelings towards him linger for quite a while

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a) The scientist is delving into the complexities of sleep paralysis to understand its psychological and physiological aspects.

1. grappling with

2. delving into

3. tapping into

b) In the realm of dreams, imagination and reality intertwine, creating a surreal experience.

1. linger

2. intertwine

3. evoke

c) During a lucid dream, one can tap into the depths of their subconscious mind and actively shape the dream narrative.

1. tap into

2. delve into

3. seamlessly

d) The hypnagogic state is a wellspring of creative inspiration, where new ideas can emerge.

1. linger

2. evoke

3. emerge

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Delving into the Mysteries of Hypnagogia, Sleep Paralysis, and REM Sleep

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Delving into the Mysteries of Hypnagogia, Sleep Paralysis, and REM Sleep

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awakens | Within | delve into | wellspring (2x) | grants | delving into | grappling  | intertwine | linger | Tapping into (2x)| depths (2x)

Hypnagogia, the transitional state between wakefulness and sleep, offers a captivating realm for exploration. Within this enigmatic domain, we can unravel the intricate experiences that linger with our subconscious mind. As we delve into the depths of hypnagogia, we encounter a wellspring of surreal images, vivid sensations, and fleeting thoughts that defy conventional understanding.

During this liminal phase, one may find themselves grappling with the peculiar phenomenon known as sleep paralysis. In this state, the body remains temporarily immobilized while the mind awakens, creating a paradoxical intersection of consciousness and physicality. The intricate dance between these two realms can evoke a profound sense of vulnerability and curiosity, as the boundaries between dreams and reality blur seamlessly.

Tapping into the depths of sleep paralysis, an intriguing aspect emerges the onset of lucid dreams. Lucidity grants us the ability to realize we are dreaming while still immersed in the dream's narrative. This phenomenon opens doors to intentional exploration and creative expression. Artists and thinkers have reported tapping into the depths of their lucid dreams to access hidden realms of inspiration, where imagination knows no bounds.

As we navigate the landscape of REM sleep, the stage where most dreams occur, we find ourselves immersed in a world where symbols intertwine and emotions run deep. REM sleep evokes a tapestry of experiences that weave together fragments of our waking lives with ethereal symbolism. These dreamscapes can tap into the very depths of our subconscious, unlocking repressed memories or offering fresh perspectives on unresolved emotions.

In this dance of consciousness and slumber, hypnagogia, sleep paralysis, and REM sleep intertwine to create a tapestry of experiences beyond our waking comprehension. By delving into the mysteries of these phenomena, we gain insight into the wellspring of our minds, where creativity and self-discovery seamlessly merge. The realm of sleep becomes a gateway to exploration, offering glimpses of the limitless wellspring of our own psyche.

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Write your own sentences using the vocabulary words or phrasal verbs. Try to use them in a meaningful context to demonstrate your understanding.

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Write your own sentences using the vocabulary words or phrasal verbs. Try to use them in a meaningful context to demonstrate your understanding.

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intertwined |  wellspring | delving into | grappling | tap into

Now it's your turn to create sentences:

1 - To reach a theory, the scientists had to intertwine many different concepts
2 - He is so intelligent that his is considered, by many, a wellspring of knowledge
3 - She delved into her boyfriend's cellphone and discovered she had been cheated on
4 - Teenagers are grappling with the addictive nature of social medias
5 - The music was so full of emotion that it tapped into the depths of the audience's hearts

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In this lesson, we will focus on improving your understanding and usage of the vocabulary and expressions below:

1. Delving into: to explore or investigate it deeply.  - ''Researchers are delving into the mysteries of hypnagogia to understand its underlying mechanisms."

2. Tapping into: to access or utilize it. "Artists often tap into their dreams as a source of inspiration for their creative work."

3. Intertwine: to connect or blend closely together. "In the realm of dreams, reality and imagination intertwine in fascinating ways."

4. Wellspring: a source or origin of something, particularly in a metaphorical sense. "The subconscious mind is a wellspring of creativity and hidden ideas."

5. Grappling with: To grapple with something means to struggle or wrestle with it, usually in a figurative sense. "Many people experience sleep paralysis and grapple with the fear and uncertainty it brings."

6. Seamlessly: to occur or flow smoothly without interruption or inconsistency.

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Activity - Complete the following sentences by choosing the correct word or phrase from the options provided.

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Activity - Complete the following sentences by choosing the correct word or phrase from the options provided.

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Wellspring, intertwine, grappling, delving into

a) The paths in the garden intertwined, creating a beautiful display of intertwined vines.

1. intersected

2. overlapped

3. intertwined

b) The scientist's research led her to a surprising wellspring of knowledge in a previously unexplored field.

1. depth

2. wellspring

3. fountain

c) The journalist spent weeks delving into the politician's controversial past to find evidence of wrongdoing.

1. wandering

2. delving

3. skimming

d) The company is currently grappling with financial difficulties and needs to find a solution quickly.

1. grappling

2. wrestling

3. struggling

*Is grappling a synonym of struggling?

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Intertwine - twist or twine together. - "a net made of cotton intertwined with other natural fibers"

Wellspring - a source of abundant and continual supply. - "a wellspring of knowledge"

Delve - to examine something carefully in order to discover more information about someone or something: It's not always a good idea to delve too deeply into someone's past. Synonym. investigate

Grappling  -to try to deal with or understand a difficult problem or subject: Today, many Americans are still grappling with the issue of race.

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https://www.youtube.com/watch?v=gC2RwDAdPBM

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The Insane Sleep Schedule Tesla and Da Vinci Used to Boost Creativity

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Contrasting words:

Whereas
While
On the other hand

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Does hypnagogia has any relation to sleep paralysis? - By ChatGPT

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Does hypnagogia has any relation to sleep paralysis? - By ChatGPT

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Hypnagogia refers to the unique experiences, sensations, and hallucinations that some people may have as they are falling asleep or waking up. These experiences can include vivid images, sounds, or even brief dream-like scenarios. Hypnagogic experiences can vary greatly among individuals and may be influenced by factors such as stress, fatigue, or sleep deprivation.

Sleep paralysis, on the other hand, is a temporary inability to move or speak that occurs when a person is either transitioning into sleep (hypnagogic sleep paralysis) or waking up (hypnopompic sleep paralysis). During sleep paralysis episodes, individuals may be conscious and aware of their surroundings, but they find themselves unable to move or react.

The connection between hypnagogia and sleep paralysis is that hypnagogic experiences can sometimes occur alongside sleep paralysis episodes. For example, individuals may report seeing hallucinations or having intense sensory experiences while experiencing sleep paralysis. These hallucinations can range from benign and mundane to more unsettling or even frightening.

It's important to note that not everyone who experiences hypnagogia will experience sleep paralysis, and vice versa. While they can be related, they are distinct phenomena that can occur independently of each other. Both hypnagogia and sleep paralysis are areas of ongoing scientific research, and further studies are needed to fully understand the underlying mechanisms and connections between them

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ask about the use of "within" and "whose"

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Creative Writing: Use your reflections and the symbols from their dreams to write a short story, poem, or descriptive paragraph that incorporates elements from your dreams.

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Science of Dreams: Do Dreams Boost Creativity?

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Activity 2 - After reading the text above, answer this: 

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Activity 2 - After reading the text above, answer this: 

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Think about a memorable dream you have had. What emotions did it evoke? Did it inspire any creative thoughts or ideas?

How might the symbols or imagery in your dreams be used as inspiration for a creative project?

Have you ever experienced a "eureka" moment or a solution to a problem while dreaming?

Choose a symbol from your dreams and create a visual representation of it.

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Have you ever had a dream that left a strong impression on you?
Yes, I have, and usually, every time I have some sort of crazy dream, the emotions invoked in the dream also linger during the daytime. I have noticed that both good dreams and nightmares can, in some way, influence my mood in the first hours of the day.

Have you ever used your dreams as inspiration for any creative projects?
In a conscious way, I don't think I have, but when I was little, I used to draw my dreams. Unfortunately, I didn't keep them.

Have you ever wondered how dreams can influence our thoughts and ideas?
Yes, I have. I believe the theme of "dreams" evokes curiosity not only in me but in all mankind. The mere fact that we are capable of dreaming is wonderful. Like, what is the purpose behind it?

Can you think of any examples from literature, art, or music where dreams have been portrayed or used as inspiration?
Salvador Dali often found artistic inspiration in his dreams. By tapping into the non-rational mechanisms of his mind, he used to say that his work consisted of the meticulous execution of his dreams.

How might dreams unlock new perspectives and spark creativity?
According to the Netflix series called "The Mind, Explained," in the episode that discusses dreams, during sleep, the brain goes through different stages, including REM sleep, where most dreams occur. During this stage, the brain can make unusual connections, synthesize information, and explore ideas without the limitations of logic and conscious thinking,  can leading to creative insights and original approaches to problems.

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How dreams can influence and inspire creative endeavors.

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Activity 1 - Listen to the audio and fill in the gaps with the highlighted words below.

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Activity 1 - Listen to the audio and fill in the gaps with the highlighted words below.

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How Dreams Can Influence Creativity

intertwine | realm | prototyping | fueling  | evoke | endeavors  | depth | grappling | remarkable| linger | intriguing | Lucid | wellspring | fertile | aware | tapping into | subconscious

Dreams have long fascinated human beings, often regarded as windows into our subconscious minds. Beyond their mysterious nature, dreams have been found to have a profound impact on various aspects of our lives, including creativity. This article explores the intriguing relationship between dreams and creativity, highlighting how the content, emotions, and symbols within our dreams can shape and inspire our creative endeavors.

1. Unlocking the Subconscious:
Dreams provide a gateway to our subconscious, where ideas, emotions, and memories intertwine in fascinating ways. When we dream, the logical constraints of the waking world are often suspended, allowing our minds to wander freely. This uninhibited exploration can lead to the emergence of novel connections and associations, fueling our creative thinking.

2. Tapping into Symbolism:
Dreams are rich in symbolism, often presenting us with vivid images, metaphors, and surreal scenarios. These symbolic elements can serve as a wellspring of inspiration for creative individuals. By delving into the meaning behind dream symbols, artists, writers, and musicians can tap into a vast reservoir of imaginative possibilities, infusing their work with depth and intrigue.

3. Emotional Resonance:
Dreams have the power to evoke intense emotions, ranging from joy and wonder to fear and sadness. When we wake from a dream, the residual emotional residue can linger, influencing our mood and mindset. This emotional residue can be channeled into creative pursuits, allowing artists to harness the raw energy and vulnerability of their dreams, resulting in works that resonate deeply with audiences.

4. Problem Solving and Insight:
Dreams can be a fertile ground for problem-solving and gaining insight. It is not uncommon for individuals to wake up with a sudden realization or solution to a creative challenge they've been grappling with. Dreams provide an alternative perspective, allowing our minds to approach problems from different angles or present us with unexpected solutions that may not have surfaced in our waking hours.

5. Lucid Dreaming and Creativity:
Lucid dreaming, the ability to become aware that one is dreaming while still in the dream state, offers an unique opportunity for exploring and directing the dream narrative. Lucid dreamers can actively participate in shaping their dreams, providing a platform for intentional creativity. Artists and inventors have reported using lucid dreaming as a tool for prototyping ideas, visualizing concepts, and refining creative visions.

Conclusion:
Dreams hold a remarkable influence over our creative capacities. From unlocking our subconscious minds to tapping into symbolism, evoking emotions, and providing insights, dreams can be a wellspring of inspiration and innovation. By paying attention to our dreams, recording them, and reflecting upon their content, we can harness their power to fuel our creative pursuits. So, the next time you drift into the realm of dreams, remember that you might just awaken with a newfound well of creativity waiting to be explored.

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Do your research. Come up with the difference between personality x identity.
The term personality consists of a person's psychological and behavioral characteristics.Traits like extroversion, empathy, optimism, honesty, and humbleness can be used to describe personality. For example, if you have been shy since childhood, it is considered a trait of your personality. On the other hand, identity refers to how we subjectively perceive ourselves. It involves how we see, recognize, and define ourselves, as well as our sense of belonging and identification with social groups.

In addition, it is important to emphasize that, according to Jacques Lacan, our perception of identity is also linked with how others see us. This perspective is connected to the mirror theory, which suggests that when we lack self-awareness, we rely on the external image others have of us, seeking recognition.

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BRAND (noun)
1-Despite Lush being a well-known brand, it ended up closing its doors last year
2-Coca-Cola is one of the most recognizable brands in the world
3-Singapore attempted to position itself as a brand associated with passion within the tourist landscape

BRAND (verb)
1-In their latest runaway shows, Diesel aimed to brand its company as a symbol of sexual freedom
2-The company hired influencers to brand their product as a must-have item in the wardrobre
3-Apple can't wait to brand its VR Headset as a game-changer in the industry

BRANDING (noun)
1-Brading is one of the concepts that marketing professionals need to stay updated on a daily basis
2-Branding is a distinct concept from a brand
3-In order to receive a positive response towards your brand, you have to make good use of branding tools.

BRANDING (verb)
1- Apple is known for branding its products as user-friendly
2- Considering the Nike x Jordans partnership, the company is branding its sportswear as the choice of champions
3- Volvo is branding its electric cars as the future of sustainable transportation

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In-depth - in great detail; comprehensively and thoroughly.

"research students pursue a specific aspect of a subject in depth"

Digress - leave the main subject temporarily in speech or writing.

"I have digressed a little from my original plan"

Two-way street - a situation or relationship requiring give-and-take

"marriage is a two-way street"

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"Exploring the Complexities of Identity: Behaviors, Social Roles, Possessions, and Consumption"

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"Exploring the Complexities of Identity: Behaviors, Social Roles, Possessions, and Consumption"

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Our identity is a complex combination of behaviors and engagements that we exhibit on a daily basis. These behaviors are influenced by the social and cultural contexts in which we find ourselves. Depending on the situation and the social role we assume, we apply different identity projects. Social roles can be multiple and simultaneous, and we perform them according to the specific context. For example, while being ourselves, we also play the roles of a daughter, a student, a sister, or a girlfriend. The dominant role(s) we assume are determined by the social context at hand. We adapt our behavior accordingly, behaving differently when with friends compared to when we are at a family gathering.

Our life history plays a significant role in shaping our identity. We continuously create narratives about our identity, drawing from our perceptions of the past, present, and expected future. As we work to build our identity project, we take into account our personal history and our aspirations for the future. We utilize our past experiences to compose our current identity project. It's important to note that identity is not fixed; it changes over time, and our projects evolve accordingly. Each person's life history influences their identity, and as we progress through life, we make gradual changes to our sense of self.

The guidance for our identity projects often comes from the various social roles we assume. These projects are supported by the market, which offers a range of products and practices that can be used to present or fulfill our desired identities. For example, if our identity project is to be an amateur broker, the market provides products and services such as running shoes, appropriate clothing, and personal trainers that can aid us in fulfilling this project.

Another aspect that influences our identity is the concept of the extended self. This mechanism involves expanding our sense of identity into the objects we possess. The more intense our relationship with these objects, the more they become a part of our self. By claiming something as our own, we start to believe that it is a part of who we are. Possessions can extend beyond tangible objects; they can also include personal relationships we build, such as our friends, partners, or family members. Our possessions contribute to our sense of identity, and they can shape how we express and enhance who we are. This is why losing an object can be traumatic, as it feels like a part of our self is lost as well.

Society often reinforces the notion that we are defined by what we buy. Our consumer choices are seen as reflections of our identity, and we often buy things that align with who we perceive ourselves to be. This raises the question: do things consume us, or do we consume things? While possessions can contribute to our sense of self, we must also question the extent to which we are defined by our material belongings. The dehumanization of homeless individuals, who lack possessions, challenges the notion that our worth is solely determined by what we own.

The rise of social media has further complicated the relationship between identity and consumption. Social media platforms consume our time and attention, often reshaping our relationships and decreasing our overall quality of life. Additionally, companies strategically design and sell products to create a cycle of consumption, keeping consumers trapped within the system. For example, if someone owns an iPhone, they may be enticed to purchase other Apple products such as a MacBook or an Apple Watch. This continuous consumption can reinforce and perpetuate certain aspects of our identity.

In conclusion, our identity is a multifaceted and ever-changing construct influenced by social roles, life history, possessions, and consumption patterns. It is important to critically reflect on these influences to better understand how they shape our sense of self and the choices we make.

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Activity 1 - Bainstorm. Answer the questions below: 

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Activity 1 - Bainstorm. Answer the questions below: 

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1 - How would you define personality? Can it change over time?
At first, I believed that personality was based on our self-perception. However, after conducting some research, I discovered that this term consists of a person's psychological and behavioral characteristics.Traits like extroversion, empathy, optimism, honesty, and humbleness can be used to describe personality. While certain aspects of personality tend to remain stable over time, it can change due to factors, such as life experiences, personal growth, and influences.

2 - What are some beliefs or ideas you have about yourself?
Sometimes it is difficult for me to express my thoughts about myself because I am always concerned about giving the impression that I think I am better than others. However, in the end, the one thing I am certain about myself is that I have a good heart, and I am very grateful for that.

3 - Can you think of an example of an identity project in your own life?
4 - How does it affect your behavior and choices?
I believe I have two main identity projects that stand out in my life. One is the way I interact with my friends, and the other is how I engage with my family. When I'm with my friends, I tend to be more outgoing and carefree. On the other hand, with my family, I feel a greater sense of responsibility and behave in a more composed manner. Moreover, there is a noticeable difference in my choice of clothing between family gatherings and outings with friends.

5 - How do social roles influence our identity? Can you give examples?
Social roles influence our identity because they guide us on how we should act and interact with others in different social situations. They play a significant role in shaping our sense of self and emphasizing certain aspects of our identity. For exemple, family dynamics, such as being a parent, sibling, or child, carry specific responsibilities and expectations within the family context. These roles shape our behavior and interactions within the family, contributing to our overall identity in those contexts.

6 - How do possessions contribute to our sense of identity?
We usually express who we are through possessions, to the point where they become part of ourselves and the more intense the individual's relationship with the object they possess, the more it becomes part of the self.

7 - Do you think people are defined by what they buy? Why or why not?
I don't completely agree with the notion that people are defined solely by their purchases, as our identities extend much more beyond consumerism. While our purchases can contribute to our self-expression, they do not define the entirety of who we are. Our identities are complex, influenced by various factors such as our relationships, experiences and beliefs.

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Complex, volatile, and relational, consisting of 4 main constructs:

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Satrting off - Match the expressions with their correponding definition. 

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Satrting off - Match the expressions with their correponding definition. 

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Strategic configuration of objects, symbols, discourses, and practices to claim a particular identity position.

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Collection of beliefs that someone has about themselves.

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Set of characteristics that compose the character of a particular person, thought to be relatively stable.

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Complex sets of behaviors and engagements are performed daily and influenced by social and cultural contexts.

We have various identity projects that we apply depending on the context and social role (set of obligations, rights, behaviors, beliefs, and norms characteristic of a social situation).

Social roles are multiple, simultaneous, and performed contextually (I am still myself while being a daughter, student, sister, and girlfriend...). The social context determines which role(s) are dominant (I don't behave the same way when I am with friends as I do when I am at a family gathering).

Life history → the idea of identity with a project refers to the continuous creation of identity narratives related to our perceptions of the past, present, and expected future (we work to build our identity project and we work in relation to our past, present, and desired future → we use the past to compose our current identity project).

Identity changes over time. Therefore, projects change as well.

An identity project can change according to each person's life history.

We also make slow changes throughout our lives.

We have various social roles that guide our identity projects, which are assisted/supported by the market. It offers a set of props and practices (offers) that can be implemented separately or in combination to present or fulfill the identity (e.g., if my identity project is to be an amateur broker, there are various products and services offered by the market to fulfill this project → running shoes, appropriate clothing, personal trainer).

Extended self (a mechanism) → process of identity expansion → extension of who one is into the possessed object.

The more intense the individual's relationship with the object they possess, the more it becomes a part of their self → by stating that something is mine, one starts to believe that they are that something → one expresses and enhances their identity with these objects → that's why losing an object can be traumatic.  <aside>
📌 Possessions can be more than tangible objects; they can also be personal relationships we build (e.g., my friend, my boyfriend, my brother, my mother).
</aside>

We are what we buy, and we buy what we are.  <aside>
📌 If I don't have possessions, am I someone? → Dehumanization of homeless people.
</aside>

Do things consume us, or do we consume things?

Social media consumes us → it has even changed work relationships, decreasing quality of life (previously, one only checked emails during business hours, but now your boss sends messages at any time).

Companies build and sell things in a way that keeps you trapped in the system (if you have an iPhone, you will buy a MacBook, Apple Watch, etc.).

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We all have identity projects that we apply according to the social role we have to adhere to in a given context. To assist our projects, the market offers us options that help us present them, considering their particularities. It is important to emphasize that we express who we are through these offerings, to the point where they become part of ourselves. This mechanism is called “Extended Self”, and the more intense the individual's relationship with the object they possess, the more it becomes part of the self. By affirming that something is mine, I start to believe that this something is me and, in the end, we are shaped by what we buy, and we buy what we are.

In addition, the decreasing power of institutions has led us to seek identity in brands. As traditional sources of social identity and belonging, such as religious institutions, family structures, and community ties, have weakened, brands have stepped in to fill the void.

However, it is important to recognize that our identities extend beyond consumerism. While our purchases can contribute to our self-expression, they do not define the entirety of who we are. Our identities are complex, influenced by various factors such as our relationships, experiences and beliefs.

https://www.notion.so/Resumo-Shopology-1dda41e9f204412898b766ff2df89532?pvs=4

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Starting off - What do these word from the two pictures beside mean? Can you use the in a sentence before reading the explanation below?

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Starting off - What do these word from the two pictures beside mean? Can you use the in a sentence before reading the explanation below?

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The terms "brand" and "branding" are closely related but have distinct meanings in the realm of marketing and business. Here's the difference between the two:

1. Brand: A brand refers to the overall perception and image of a company, product, or service in the minds of consumers. It encompasses the unique set of associations, emotions, values, and experiences that people associate with a particular entity. A brand represents the identity and reputation of a business or product and is often conveyed through elements such as the name, logo, design, messaging, and customer interactions. Examples of well-known brands include Apple, Coca-Cola, and Nike.

2. Branding: Branding, on the other hand, is the strategic process of creating and managing a brand. It involves shaping and influencing the perception of a brand in order to establish a desired image, communicate key messages, and differentiate it from competitors. Branding encompasses various activities and techniques, such as brand positioning, brand identity development, brand messaging, visual design, advertising campaigns, and customer experiences. The goal of branding is to build a strong, recognizable, and positive brand that resonates with the target audience and fosters trust and loyalty.

In summary, "brand" refers to the overall perception and image of a company or product, while "branding" refers to the strategic activities and efforts undertaken to shape and manage that brand. The term "brand" is used when referring to the intangible aspects of a company's identity, while "branding" encompasses the tangible and intangible elements involved in creating and maintaining a brand.

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Activity 3 - After watching the video. Answer these:

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Activity 3 - After watching the video. Answer these:

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According to Marty Neumeier what is branding? Do you agree or disagree?Why?
According to Marty Neumeier, branding is the business reputation that resonates, in a personal level, with all consumers. In his view, it is more of an outcome rather than a process, and I couldn't agree more. One of the first things I learned at ESPM is that despite all the efforts to position your brand in the minds of consumers, in the end, you are defined by their perception of you. Your reputation is made inside their own heads.

How does brand relate to self identity?
Considering the decreasing power of institutions that once helped us express our individuality, brands have stepped in to fill the void. They offer options that help us present our identities and we express who we are through these offerings, to the point where they become part of ourselves.

Why do people have different ideas of a single brand?
People have different ideas of a single brand because they perceive and identify with it based on their values, experiences, beliefs, and cultures. This diversity of perspectives creates different interpretations, where individuals attribute meanings to brands according to their unique backgrounds and personal contexts.

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So from a designer's point of view, I mean I always tended to be this way it's like I just had, it was my gut feeling. Right? About whether this is going to work or not. And then I would sell it as hard as I could to get the client to sign off on it.

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But that's not what a brand is. The brand is the result of that. And if you don't start there, you don't know what you're doing. You actually don't know. You think you know what you're doing, but you don't.

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So we tend to look at companies and designers tend to look at branding as, from our point of view, like this is something we're doing. We're telling a story. We're making a claim. We're you know, making a pitch and that's what we do.

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Activity 2 - Organize Marty Neumeier speech according to what you watched in the video. 

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Activity 2 - Organize Marty Neumeier speech according to what you watched in the video. 

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And that's OK, as long as you have got it corralled mostly where you want it and that it's beneficial to the company.

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Each one has a different brand of you.
So brand is like a reputation. So, it's you're business reputation and everyone's gonna be little bit different about what that reputation is.

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Talking about branding

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Brand (noun/verb) -

1 -  noun ---> "a new brand of detergent"

2 - verb ---> "we'll have the ability to market and brand our own product"

Branding  (noun/verb) -

1 - noun ---->"the first thing you'll notice is the cool blue branding"
2- verb ------->"the seller had branded the animal with his grandfather's name"

Gut feeling

End up

Raw material

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Activity 1 - Read the interview between Chris Do and Marty Neumeier and choose the correct form.

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Activity 1 - Read the interview between Chris Do and Marty Neumeier and choose the correct form.

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The term brand/branding, people use it interchangeably with logo design, identity design, and even sometimes typography and maybe we need to set the record/recording straight.
I know you are the better/best person to tell us. What is branding Marty?
Yes. So let/let's start with what branding isn't. Ok.
It's cause it's not a lot of things people saying/say it is. It's not a logo.
A logo is a very useful tool for a business, but it's not the brand.
It's a symbol for the brand. A brand is not a product. So when some people talk/talks about this brand, buying this brand or that brand they're really talking about to buy/buying  one product or another product.
The brand is not that. Poeple say/says the brand is a promise the company makes to customers and there's some truth in that.
I mean it do/does end up acting as a promise, but that's not what it is either.
Advertising people like/likes to say "well it's the sum of all the impressions that a company makes on an audience".
Well I know if you're trying to sell a lot of impressions I can see where that might be useful to you.
But from a business point of view why do they want that? How do/does that help?
So none of those things are really what brand/branding is. A brand is a result. It's a customer's gut feeling about a product, service, or a company. It ends up in their heads in their hearts.
They take/takes whatever raw materials you throw at them and they make something out of it, but they're making it. They're creating it.
And so in a sense when you create/creating a brand, you're not creating one brand, you're creating millions of brands like however many customers or people in your audience.

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https://www.youtube.com/watch?v=sO4te2QNsHY

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What Is Branding? 4 Minute Crash Course.

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How does marketing influence our decision-making?
What strategies are adopted to make people pay more?

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Brainstorming - Before you watch the video, answer the questions below.

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Brainstorming - Before you watch the video, answer the questions below.

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When you hear/ read the word "identity" what does that mean to you?
A set of characteristics that distinguish a person from a group, making it possible to individualize him/her.

Have you heard the expression "brand loyalty"? In case yes, what does that mean?
Brand loyalty refers to the tendency of consumers to remain committed to a particular brand rather than opting for other alternatives. It indicates a strong emotional attachment to a brand, often based on a sense of identification with it.

How is it possible, that a rational consumer would be willing to pay more for exactly the same thing?
Depending on their emotional or psychological attachment to a particular brand, a rational consumer might be willing to pay more for the exact same thing. This willingness is often driven by factors such as trust, brand loyalty, and the strong connection they feel towards the brand.

Have you ever brought a product not only because of its functionalities but also because of the logo? What item was it?
I've definitely purchased a product not just for its functionalities, but also because of the brand behind it. It often occurs when they release new products that I may not fully understand the functionalities of, but due to my brand loyalty and trust, I go ahead and make the purchase

When we buy a product does the will of purchasing it comes from the conscious or subconscious mind?
When we buy something, our decisions are influenced by both conscious and subconscious factors. While we consider things like price, functionality, and our specific needs consciously, our emotions, social influence, past experiences, and branding also affect our choices on a subconscious level.

Why do brands use people wearing/ using their products? What influence do people have when it comes to brand identity?
Brands frequently leverage individuals who wear or use their products as a way to demonstrate social proof and influence.When individuals see others endorsing or associating with a brand, specially if they identify with them, it creates a sense of belonging and social validation.

Are we rational beings? Why or Why not?
We humans are a mix of both rational and irrational beings. We can think logically and make rational decisions, but our choices are also influenced by emotions, social pressures, and subconscious factors.

Do think that brands could influence our behavior that extends way beyond the point of sale?
In today's marketing landscape, brands go beyond merely selling products. They also offer a means for consumers to express their identities. By aligning with specific brands, individuals can communicate their values, aspirations, and personal style to the world.

So to what degree can the influence of brands wreak havoc on our ability to make rational spending decisions?

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Défi - Challange

ADR - American Depositary Receipt – em português, Recibos Depositários Americanos. Basicamente, são recibos emitidos nos Estados Unidos para negociações na bolsa de valores.

Eviction - expulsion, deportation, eviction, ejection

Service de streaming
Réseaux sociaux
Marketing d'influence
Influenceurs
Message d'une marque
Taux d'engagement
Internautes
Conseils
Rescripteur
Ambassadeur de la marque
Budgets
Efficace
Conditions

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How to grab peoples attention and make them watch my videos on social media? 

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How to grab peoples attention and make them watch my videos on social media? 

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1 - Be genuine and reach consumers in a personal level.

2 - Use tools such as "storytelling" to create meaningful connections.

3 - Stay up with trends.

5 - Engage with your audience.

4 - Develop a consistent design in your videos (signature style).

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By leveraging social media platforms, brands can establish a closer connection with their target audience

The restaurant is leveraging the chef's diverse skills to create a bold and innovative menu

The fashion brand is leveraging advanced technology to produce fabric made from mushrooms

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Et si la publicité traditionelle ne suffisait plus?

La manière de promouvoir une marque ou un produit est en pleine mutation, et dans certains cas la publicité traditionnelle ne suffit plus.
La nouvelle génération de consommateurs ce défi de la publicité et a déjà adopté un comportement d'éviction en témoigne la recrudescence du nombre d'adrs bloc. L'abandon de la télévision au profit service de streaming  en ligne ainsi que la montée en puissance de résseaux sociaux.
En parallèle on a vu émerger une nouvelle discipline, le marketing d'influence devenu partie intégrante de l'écosystème publicitaires et levier de communication indispensable, le marketing d'influence est une stratégie axée sur l'utilisation d'influenceurs afin d'amplifier le message d'une marque et augmenter son taux d'engagement auprès d'une cible de qualité.
On estime qu'un tiers des internautes suivent au moins un influenceur et 50% de ces dernies consultent leur profils et contenus quotidiennement avec la voloté d'obtenir des conseils, leur permettant de mieux consommer.
Les influenceurs possède un véritable rôle de prescripteurs en terme de consommation. 75% des internautes suivant un influenceur ont déjà acheté un produit suite à la publication d'un contenu par ce dernier. Par ailleurs au contact des influenceurs, les internautes se transforment eux mêmes en ambassadeur de la marque ou du produit testé. 64% des internautes déclarent en recommander des produits ou  marques après avoir lu des contenus publiés par les influenceurs. Il n'est donc pas étonnant de voir le marketing d'influence s'imposer comme un nouveau moyen de s'adresser à ses consommateurs, en témoigne la part croissante des budgets attribués au marketing d'influence, qui sont ainsi passées de 9% en 2014 à 13% en 2016 et devrait atteindre les 21% à l'horizon 2019.
Cependant le marketing d'influencé t-il si efficace et dant quelles conditions.

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The power of the influencers over marketing.

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https://www.youtube.com/watch?v=0jZ06eAil6Y

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Influence Marketing #1: Et si la publicité traditionnelle ne suffisait plus ?

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https://www.youtube.com/watch?v=4eIDBV4Mpek&t=2s

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How Apple and Nike have branded your brain | Your Brain on Money | Big Think

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1 - Effective branding is important for building a strong identity for a brand

2 - Spike Lee has made an eye-catching advertisement for Apple

3 - Brands usually offer discounts of 10% to 20% during promotions

4 - Word of mouth advertising usually comes as a consequence of a successful marketing campaign

5 - Targeting the audience is part of the process when you are aiming to release a marketing campaign

6 - To target your audience, first you need to conduct a market research

7 - The film “Detona Ralph” is a reference when it comes to product placement

8 - Social media marketing is one of the cheapest tools to reach customers

9 - Although, an influencer marketing can reach a lot of customers, word of mouth advertising is way highly trusted