Michael Aaron Flicker

They're concrete, and it imprints a vision in your brain.

And because of that, they're much more likely to stand out and much more likely to be remembered.

know you're getting to a very critical part of brand marketing that you might not expect if you are just a normal buyer or a normal consumer and that's that there are humans in these marketing teams and those humans that work in these jobs they get tired of the campaigns

Before the consumers get tired of them.

And sometimes human nature is they get tired of them even when they're still effective.

And people want to be recognized in their corporate jobs.

They want to get raises and promotions.

And it's much more exciting.

to say let's change the tagline or let's change the ad campaign than saying Maxwell House Coffee, good to the last drop, was a great tagline for 40 years.

Let's continue it as your new CMO.

I say let's continue it for its 41st year.

You can imagine the pressure on white collar workers to try to change and innovate.

And I agree with you, Mike.

I don't know if it was because it was any less effective than the day they started.

They might be, yes.

So we're really interested in Starbucks pumpkin spice latte for exactly the reason that, Mike, you just said, which is that there seems to be an incredible emotional attachment to PSL, pumpkin spice latte.

And the question is, why is there such an attachment there?

And what we really, as we looked at it and we thought about it, there's something emotional that happens with this holiday feeling, this time that once a year it comes around that there's going to be holidays and it brings up a sense of happiness.

happiness, a sense of nostalgia.

There's lots of behavioral science academic studies that show that if you can get people to reach into their memory, you can get them to think nostalgically about the past.