17 Sep Phil Gendall on branding
Your customers live in a world superabundant with products and services, and superabundant with messages about products and services. Where once there was a choice of one sort of car (any colour you like, as long as it’s black) — there are now, well… a lot (40 available in the US, according to Forbes). And the same is true of most other things you can think of, your phone, the beer you drink, your next holiday destination.
So, how does the consumer decide… by applying logic?… rational decision making? Rarely. Human ability to process information is remarkably limited, especially when
Of course we take account of price, quality, features and benefits… but the the final choice of what we toss into the trolley, or click, is very often down to a very primal feeling… in a blink we select the one that feels right, the one that’s me, the one that helps me to consolidate my social identity, to communicate my status and aspirations… and, like a tribal scar, to identify me with the culture to which I want to belong.