I used my knowledge in Neuroscience and Brand Psychology to create a neurobrand, something which is aiming to the parts of the brain where almost 90% of the daily information is consumed, evaluated, and where decisions are formed - the emotional brain. My brand Cinderella is aiming to the limbic system where almost everybody has this great story of the poor girl cinderella who found this fabulous shoe which suits her best. Because the shoe suits only her, she was finally found by this beautiful prince. This story is loved by the emotional brain, although we've already grown up, our emotional brain hasn't changed, and is still loving what makes it happy. With my little Cinderella Victorinox every girl and woman gets the possibility making the emotional brain happy. The emotional brain is keen on rewards, and buying the Cinderella knife is stirring the feelings of our childhood. The brain is flooded with happiness again. Whatever we do, we do it because we wanna feel good.
Your Swiss Army Knife 2012