Creating and Curating: How to Design a Brand that Acts as a Filter

Ever feel crippled by indecision? Where should we eat? What should we do? Many times, this cycle is broken when somebody in the group suggests a familiar restaurant. It’s a situation marketing and psychology expert Robert Cialdini calls a “paralysis of analysis”:  times when the complexity of our world overwhelms our decision-making ability. When the options are overwhelming, people rely on brands to filter decision-making — even if that doesn’t lead to the best choice. How do these preferences form, and how can you build a brand that people default to when it’s time to buy? Forming Brand Preference Brand
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