IN 2014, HE LAUNCHED WUNDERKAMMER, HIS FIRST SHOW-IN-RESIDENCE IN PHILADELPHIA. IN 2012, MIKE MADE HIS PRESENCE IN PENNSYLVANIA KNOWN, WHEN TO PROMOTE A PERFORMANCE AT THE STATE THEATER OF BOYERTOWN, HE ACCURATELY PREDICTED THE FRONT PAGE OF THE BOYERTOWN AREA TIMES NEWSPAPER. HIS UNIQUE APPROACH TO THE CRAFT HAS EARNED HIM AN IMPRESSIVE AND NATIONALLY DIVERSE CLIENT LIST (INCLUDING A NUMBER OF FORTUNE 500 COMPANIES), AND HAS MADE HIM ONE OF THE PHILADELPHIA AREA'S MOST SOUGHT-AFTER ENTERTAINERS FOR HIRE. MIXING A UNIQUE BLEND OF MAGIC AND MIND READING WITH A LOVE FOR INVENTIVE AND CLEVER STORYTELLING, HE CREATES AN ENGAGING, PERSONAL EXPERIENCE THAT STAYS WITH HIS AUDIENCE LONG AFTER THE PERFORMANCE HAS ENDED. MIKE PROVIDES AN EVENING OF ENTERTAINMENT UNLIKE ANYTHING YOU'VE EVER SEEN. FROM HIS INTIMATE CLOSE-UP PERFORMANCES, TO HIS EXCITING (AND OFTEN EXPERIMENTAL) LIVE SHOW , Just as a magician would tantalize your brain with enough “facts” and cause your brain to “fill in” the rest of the story, a great brand name is magical.PHILADELPHIA MAGICIAN AND MENTALIST MIKE PALDINO HAS SPENT WELL OVER TWO-THIRDS OF HIS LIFE COMMITTED TO THE ART OF CONJURING, AMAZING AUDIENCES FROM COAST-TO-COAST. A great name leaves enough to the imagination so your brain gets engaged in the product/name combination and makes you curious about a product and willing to investigate it further. The findings indicate that consumers preferred “slightly ambiguous” names such as “Blue Haze” or “Alpine Snow” to plain descriptive names such as “Blue” or “White” because the engagement of the brain with a slightly ambiguous name causes the brain tries to complete the “puzzle,” which leads to stronger recall and persuasion.Ī great brand name will provide some sense of perspective to the target customer and the product itself, but it won’t provide the whole story. This was validated in a study in The Journal of Consumer Research in 2005 where the investigators looked at differences in names for crayons. A strong name for this product would give the consumer enough information about the product so that the consumer’s brain is engaged and starts to fill in the missing information, just as it would if you were viewing a magic trick. Let’s say you want to name a new product (or it could be a service or a company or something else). If the person’s brain is engaged and filling in the gaps, then the person will remember the experience and be favorable towards it. This “filling in” process has been shown in numerous studies to be important to generating lasting recall and favorable persuasion. Using this technique from magic can lead to powerful branding. Truth be told, the magician is not creating the illusion–your brain is creating the illusion that something has happened (when in reality the magician has done something else). Ultimately, we see whatever our brains think we should.” The sub-headline of the article says it all… “The eye and brain work in a partnership to interpret conflicting signals from the outside world. The science behind this “filling in process” by the brain is fascinating (read the Discover magazine article referenced at the end of this post). First, the magician must divert your attention away from where the actual trick is happening, and second, your brain must fill in any missing information by combining what you already know with whatever you perceive at that very moment. Magic tricks only work if two things occur. But even when you can’t figure it out, you are amazed! Sometimes you figure it out, and then you get even greater pleasure. Once fooled, our brain rapidly kicks into gear and tries to figure out how he or she did the trick. The magician’s sleight of hand technique in making a coin or playing card disappear delights us, as we usually take pleasure in being fooled in this manner.
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