MARKETING
Coke is just soda, the iPhone is just mobile, and Mavi is simply jeans. Yet, consumers will go out of their way to pick these specific brands over others. An economist might wonder, “Why would a rational person spend more for the same thing?” We love to think of ourselves as logical beings, but that’s not the whole story.
A famous study at Duke University shed light on this irrationality. Researchers showed the Apple or IBM logos to two randomized groups. The results revealed that participants exposed to the Apple logo performed better on creative tasks than those who saw the IBM logo. Apple has marketed itself as a brand for hip, cool, fun, and innovative individuals, and that narrative influences our behavior.
Brands hold power over us, shaping our actions beyond buying their products. Americus Reed, a professor at the University of Pennsylvania, studies identity and marketing. He explains that when we choose different brands, we are crafting an identity. When we wear a particular shirt, shoes, jeans, or hat, we signal to others who we are and what we stand for.
Choosing Nike over Under Armour, for example, goes beyond picking sportswear. Nike represents performance, while Under Armour gives the underdog spirit. These choices reflect different aspects of our identity and values.
Once we choose a brand, our relationship with it can become so deep that it feels like family. People often defend their favorite brands as if defending themselves. An attack on the brand feels like a personal attack.
Michael Platt, a professor of neuroscience, marketing, and psychology, demonstrates how our perception of brands influences our decisions. His research found that we relate to brands similarly to how we relate to people. For instance, iPhone users show brain empathy responses towards Apple similar to those they would show to a family member. Interestingly, Samsung users didn’t respond similarly to their brand but showed a reverse empathy for negative Apple news. This means Samsung users felt positively when Apple received terrible news.
What’s fascinating is that Samsung users didn’t consciously report these feelings. Their brain activity and their stated opinions about Apple and Samsung differed significantly, which shows that our subconscious plays a huge role in how we perceive brands.
The subconscious influence of brands on our decisions is powerful. Brands have self-expressive value, meaning they help us express our identity. It necessitates a deeper consideration of the ethical, legal, and societal implications of branding.
So, what can consumers do to make informed choices? Being aware of the influence that brands hold is crucial. It’s important to pause and think, “Why am I buying this product?” Recognizing the power of branding can help us make more deliberate choices.
Brands aren’t going anywhere, like it or not. People often claim they aren’t into brands but might have an anti-brand brand. Once fulfilled by institutions like the church or community, our fundamental need for support systems is often met by brands. They have become pillars of our identity. Brands shape our identities, our decisions, and, ultimately, our lives.
The way brands influence us extends far beyond simple preference. They tap into our emotions, our aspirations, and even our fears. For example, a person might choose a Volvo not just for its functionality but because it symbolizes safety and security, reflecting their desire to protect their loved ones.
Similarly, a brand like Patagonia speaks to environmental consciousness and sustainability. When someone buys Patagonia, they’re not just purchasing outdoor gear but aligning themselves with conservation and responsible consumption values. Alignment with personal values and identity is what makes brand loyalty so strong.
Research shows that brand loyalty can be so strong that it affects how we perceive the quality of products. In blind taste tests, people often cannot distinguish between their preferred brand and others. However, when they know which brand they’re consuming, they report a preference for their favorite. It shows how branding can alter our perceptions.
Our brains are wired to form connections and find patterns. Brands take advantage of this by creating strong, consistent narratives that resonate with us. Over time, these narratives become ingrained in our minds, influencing our thoughts and behaviors in ways we might not even realize.
Marketing and advertising play a role in this process. Companies spend billions crafting messages that tap into our desires, fears, and aspirations. They become part of our subconscious through repetitive exposure and emotional storytelling. We start to associate certain feelings and experiences with specific brands, and these associations guide our purchasing decisions.
The rise of social media has increased this effect. Influencers and celebrities endorse brands, creating aspirational lifestyles followers want to emulate. Seeing our favorite personalities using certain products reinforces the brand’s narrative and strengthens our connection.
The digital age has brought about a new era of personalized marketing. Brands collect vast amounts of data on our online behavior, allowing them to tailor their messages to our specific interests and preferences. Personalization makes the brand experience feel more relevant and engaging, deepening our attachment.
Despite the powerful influence of brands, there are ways to become more mindful consumers. One approach is to practice conscious consumption. It means taking the time to research and reflect on our purchasing decisions, considering factors like the brand’s values, sustainability practices, and societal impact.
Another strategy is to diversify our sources of information. Instead of relying solely on brand messaging, we can seek independent reviews, expert opinions, and feedback from other consumers. We can focus on our needs and preferences rather than get swayed by external influences. By understanding what truly matters to us, we can make choices that align with our values and priorities.
Through our purchasing decisions, we can support companies that align with our values and hold accountable those that do not.
Advertising Impact Brand Awareness Brand Loyalty Brand Personality Traits Brand Reputation Management Cognitive Biases Consumer Behavior Patterns Consumer Psychology Cultural Influences Customer Perception Emotional Connections Marketing Influence Persuasion Techniques Purchasing Decisions Self-image Expression Social Identity Theory Social Norms Subconscious Mind
