Is the Discount Tire Logo Drunk? Brand Color Psychology

What's going on with the Discount Tire logo? Discount Tire is a wheel and tires retailer established in 1960 and today is one of the largest companies in its segment, operating over one thousand stores across the USA -- despite its logo that gives fast food and cartoons. I explore the significance of color and branding in influencing consumer perception. I share an anecdote about walking by a Discount Tire store and critique its branding choices, particularly its Flintstones crooked bubble letters, which contradicts the message of safety and reliability crucial for tires.

This episode delves into the psychology behind color usage in various industries. Branding is about emotional connection and aligning the visual and auditory elements with the desired consumer experience. Be mindful of the signals your brand sends.

Chapters:

(0:00) Introduction: The meaning behind red in marketing / color psychology

(0:08) A walk to remember: Discount Tire logo (a DUI on the side of a building)

(0:36) The importance of tires

(2:14) Why fast food logos are red and banks are blue - color psychology in branding

(3:30) SAD - Standard American Diet says cheap = good

(5:06) Brand lives in the subconscious

(5:14) Apple is a luxury brand

(6:00) Who do you want your customers to become? Disney Princesses

Links:

Fascinate by Sally Hogshead

Brand lives in the subconscious - video clip, VanEck Trends with Benefits podcast

Who Do You Want Your Customers to Become? by Michael Schrage

What is Sonic Branding (video)

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