Building a brand is tough – what’s worse is that destroying a brand is easy. Standing on the top of the roof and shouting (ok, nationwide TV ads on a major sporting event) does not build a brand with the message you want.
People have biases and they react to the message. Effectively brand is what someone perceives.
The Choice Factory: 25 Behavioral Biases That Influence What We Buy by Richard Shotton is a great book. Richard was recently interviewed on the “Everyone hates Marketers” podcast. Here is a summary of the podcast where they discussed 3 of the 25 biases. The podcast was very interesting overall, but here is the brief as a review of the biases.