Logos > Slogans?

We know a lot about the power of visual images.  ZMET is based on the idea that we think in images rather than words.  New research from the University of Miami presents an interesting twist on this concept.

Seeing an Apple logo can inspire creative thinking.  Seeing the Wal-Mart logo results in more frugal shopping decisions.

BUT…seeing slogans can have unintended consequences – almost a reverse priming effect.  For example, upscale brand slogans make people spend less than seeing economy brand slogans.

You can read two different accounts of this research here and here