After extensive consumer research, the fast food chain Wendy’s has revamped its logo for the first time in almost 30 years. While the research methodology is unspecified, the CEO of Wendy’s says of the consumer input, “When we pushed things too far. They very much reeled us back.” He goes on to note that their customers clearly have an attachment to the brand, making it unwise to deviate too far from the iconic image of Wendy.
This is clearly an example of the type of unconscious preferences that Implicit Association Evaluation would be very well suited to uncover. How far is too far from the classic logo? That is a difficult question to evaluate at a conscious level, but an Implicit Association Evaluator (IAE) project would very effectively establish those parameters by measuring consumer associations between logo variations and positive language in milliseconds.