Consumer brand choices – perceptions rule over logic

We are ruled by our emotions first, and then we build justifications for our response.

iphone-410311Let’s consider a popular consumer brand choice you’ve likely thought about. Is the iPhone or the Android better for you? At the time this was written there were more than 97 million results on Google for that question, with lots of data points to consider. Which platform has the most advanced multitasking capacity? Which has better applications? You likely have a list of logical reasons in your head why one or the other is the best choice.

You may be disappointed to know two researchers at The University of Texas at Austin suspect those rational reasons may have little to do with your decision. Continue reading “Consumer brand choices – perceptions rule over logic”

Reputation alert – does your brand kill polar bears?

Marketers cannot assume that true costs will not be seen or considered in the purchasing decision.

maldives-5939710_1920What is the true cost of your company’s product? Behind the simple economic analysis of materials, labor, marketing, and distribution lurks the more complicated question of your brand’s social and environmental impact. Does your brand kill polar bears, and if so how does that fact impact your reputation?

Stephanie Jue, a business, government and society lecturer at McCombs School of Business, says cost economics is just the starting point for determining the societal impact of your product. Continue reading “Reputation alert – does your brand kill polar bears?”