Branding and Consumer Perception

The best product doesn’t win. The best brand does. Harsh? Maybe. Real? Abso-FLIPPIN-lutely. For most of the 20th century, product quality was king. But today, in mega-saturated markets, that’s no longer true. Buyers don’t choose the best product. They choose the brand they know, trust, understand and most importantly: remember. Remember the “remember" for this post. If I had a dollar for every time I heard, “We have the best product but they’re still beating us...” I’d be writing this from a yacht, not a standing desk. DISCLAIMER: A shit product will always be a shit brand. But in today’s market, A good product is just the baseline. Here’s why brand wins, broken down in 6 take-home-with-you points: 01 – The over-choice problem When features blur, consumers choose what they know. 75% are more likely to buy from a company they recognise (LinkedIn/Edelman) 88% say supplier offerings are hard to differentiate on features alone (Gartner) A strong brand isn’t just helpful, it’s how buyers cut through the noise...and B2B right now has way too much noise, the bad type. 02 – Brand recognition = $ Buyers don’t start from scratch, they start from memory. Brand memory, not product memory. 90% of B2B buyers choose from a shortlist of known brands (HBR) 75% are more likely to buy from a brand they recognise (LinkedIn/Edelman) If you’re not in the mind, you’re not in the market. 03 – Branding reduces perceived risk In B2B, buying isn’t just logical. It’s political. Strong brands = less perceived risk = reputational cover if things go wrong. Strong brands pay 1.7–3% less interest on debt (Brand Finance) Why? Because banks, investors, and yes, your CEO trust them more. 04 – Brand > Features VHS beat Betamax: worse specs, better branding Coca-Cola outsells Pepsi: even though Pepsi wins blind taste tests Salesforce outgrew SAP: by spending 45% of revenue on marketing IBM wasn’t always best-in-class, but it was the safest choice Apple… don’t even get me started Winning = good product + great brand. 05 – The psychology behind it all Buyers use shortcuts, especially in complex decisions. Brands make (product) decisions easier. Familiar names trigger emotional safety In B2B, emotional messaging increases purchase intent by 3× (Google/CEB) Rational? Maybe. Emotional? Always. 06 – Strategic shift: intangibles are the advantage In 1975, 17% of the S&P 500’s value came from intangibles Today? It’s 90%+ In 2024, brand awareness became the #1 priority for B2B marketers (Dentsu) Brand isn’t just a comms function. It’s business strategy. Bottom line: If your brand isn’t remembered, it won’t be chosen. Product is the ticket to play. Brand is how you win the game.

A beauty brand CEO showed me their product lineup last week. Identical formulas. Same price points. Different packaging approaches. Product A: Clear plastic container showing the cream inside. Product B: Opaque white jar with minimal text. Product C: Frosted glass with gold accents. Sales data revealed surprising patterns. Product A sold 40% fewer units despite identical contents. Customers avoid transparent packaging for skincare products. They associate visible formulas with instability and shorter shelf life. Psychology trumps logic in purchase decisions. This brand assumed transparency would build trust. Market behavior showed the opposite effect. I've been studying packaging psychology across different product categories, and the most counterintuitive finding I observe is how concealment often increases perceived value. Three packaging psychology principles drive purchase behavior: First, opacity suggests premium formulation. Customers interpret hidden contents as proprietary or delicate. Visible products appear mass-produced or commodity-level. Second, weight distribution affects quality perception. Heavier bases and lids signal durability and craftsmanship. Light packaging feels cheap regardless of actual material costs. Third, opening resistance creates anticipation. Slight friction when removing caps or peeling seals builds expectation. Easy-open packages reduce ceremony around product use. The beauty brand redesigned Product A with frosted containers. Sales increased 58% within three months. Same formula. Different customer perception. Your packaging shapes customer expectations before they experience your product quality. From my perspective, understanding purchase psychology matters more than product visibility for most consumer categories. What packaging psychology insights have surprised you in your industry?

Your brand isn't what you say it is. It's what they say it is. The greatest myth in marketing: Control. 💯 🤔 Reflect on this: 1️⃣ Are you trying to manipulate perceptions or earn genuine connections? 2️⃣ Do your actions align with your brand's promised values? 3️⃣ What stories do customers tell about your brand? 💡 Tips to Build Authentic Brands: 👉 Focus on experiences, not slogans: Deliver remarkable interactions by crafting memorable moments, personalizing engagement, and exceeding customer expectations, fostering loyalty and word-of-mouth. 👉 Empower employee ambassadors: Trust employees to represent your brand by providing training, autonomy, and incentives, enabling genuine storytelling and passionate advocacy. 👉 Listen, don't dictate: Respond to customer feedback by actively soliciting input, acknowledging concerns, and implementing changes, demonstrating empathy and commitment to customer-centricity. 👉 Consistency over flashiness: Show up repeatedly by maintaining quality standards, ensuring seamless experiences across touchpoints, and reliably delivering on brand promises. 👉 Vulnerability beats perfection: Admit mistakes, learn from failures, and showcase improvement efforts, humanizing your brand and building trust through transparency and accountability. Control less, connect more. Earn trust, don't manufacture it! #branding #customerexperience #thoughtleadership #thethoughtleaderway

"Your brand isn't what you say it is. It's what they say it is." - Marty Neumeier The duality of brand existence 👇👇👇 𝗘𝘃𝗲𝗿𝘆 𝗯𝗿𝗮𝗻𝗱 𝗲𝘅𝗶𝘀𝘁𝘀 𝗶𝗻 𝘁𝘄𝗼 𝗿𝗲𝗮𝗹𝗺𝘀 𝘀𝗶𝗺𝘂𝗹𝘁𝗮𝗻𝗲𝗼𝘂𝘀𝗹𝘆: 1. The objective realm of products, services, and measurable performance 2. The subjective realm of perception, emotion, and cultural meaning This duality creates a complex reality where success depends not just on what a brand does, but on how it resonates in the collective consciousness of its audience. ⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯ 𝗧𝗛𝗘 𝗢𝗡𝗧𝗢𝗟𝗢𝗚𝗜𝗖𝗔𝗟 𝗙𝗢𝗨𝗡𝗗𝗔𝗧𝗜𝗢𝗡 Core Essence vs. Expression A brand's ontology can be understood through two philosophical lenses: 𝗘𝘀𝘀𝗲𝗻𝘁𝗶𝗮𝗹 𝗻𝗮𝘁𝘂𝗿𝗲 (𝗦𝘂𝗯𝘀𝘁𝗮𝗻𝗰𝗲) Core purpose Foundational values Brand promise Organizational culture 𝗧𝗲𝗺𝗽𝗼𝗿𝗮𝗹 𝗲𝘅𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻 (𝗔𝗰𝗰𝗶𝗱𝗲𝗻𝘁𝘀) Visual identity Marketing campaigns Product iterations Communication styles A brand's essence exists independent of its temporal expressions. Nike's essence of athletic excellence and human potential remains constant, while its campaigns and products evolve. ⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯ 𝗛𝗼𝘄 𝗯𝗿𝗮𝗻𝗱𝘀 𝗯𝗲𝗰𝗼𝗺𝗲 𝗸𝗻𝗼𝘄𝗻? Brand knowledge forms through three primary channels: 𝟭. 𝗗𝗶𝗿𝗲𝗰𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 Product usage Customer service interactions Physical touchpoints 𝟮. 𝗠𝗲𝗱𝗶𝗮𝘁𝗲𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 Marketing communications Social media presence Third-party reviews Cultural conversation 𝟯. 𝗖𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝘃𝗲 𝗺𝗲𝗺𝗼𝗿𝘆 Brand heritage Shared experiences Cultural associations Community narratives ⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯ 𝗠𝗮𝗻𝗮𝗴𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 𝗴𝗮𝗽 The space between a brand's objective reality and its perceived reality requires careful navigation: 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝟭. 𝗧𝗿𝘂𝘁𝗵-𝗳𝗶𝗿𝘀𝘁 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 Build from authentic capabilities Demonstrate before claiming Under-promise, over-deliver 𝟮. 𝗣𝗲𝗿𝗰𝗲𝗽𝘁𝗶𝗼𝗻 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 Consistent storytelling Experience design Community building Cultural participation 𝟯. 𝗥𝗲𝗮𝗹𝗶𝘁𝘆 𝗲𝗻𝗵𝗮𝗻𝗰𝗲𝗺𝗲𝗻𝘁 Continuous improvement Innovation aligned with perception Closing experience gaps ⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯ Practical implementation - Building brand truth 𝗗𝗲𝗳𝗶𝗻𝗲 𝗰𝗼𝗿𝗲 𝘁𝗿𝘂𝘁𝗵 What unchanging purpose drives your brand? What values are truly non-negotiable? What unique value do you provide? 𝗦𝗵𝗮𝗽𝗲 𝗽𝗲𝗿𝗰𝗲𝗽𝘁𝗶𝗼𝗻 Craft consistent narratives Design meaningful experiences Engage in authentic dialogue Build community connections 𝗠𝗼𝗻𝗶𝘁𝗼𝗿 & 𝗮𝗱𝗮𝗽𝘁 Track perception gaps Listen to customer stories Evolve while maintaining essence Respond to cultural shifts A brand's reality exists at the intersection of objective truth and collective belief. Success comes not from controlling this reality, but from understanding its dual nature and working skilfully with both dimensions.

What if choosing a brand is really choosing a version of yourself? Not long ago, I came across a fascinating insight: Coke is just soda. Starbucks is just coffee.. Levi's are just jeans. Yet, millions of us actively choose them over nearly identical alternatives. Why? A study from Duke University had participants subliminally exposed to either the Apple or IBM logo. What happened next was extraordinary. Those who saw the Apple logo performed better on creative tasks. Not because of any magical power, but because of what Apple represents: creativity, individuality, innovation. That’s when it hit me. We don't just buy products. We buy stories. We buy identity. We buy belonging. And neuroscience backs it. In another study, iPhone users showed family-level empathy toward Apple when inside an MRI machine. Samsung users? Not so much. In fact, they only lit up when hearing bad news about Apple, reverse empathy in action. What's more intriguing? Most participants weren't even aware of how strongly their brains were reacting. This tells us something critical: ✅ Our choices aren’t always rational ✅ Brands aren’t just logos, they’re mirrors of who we are ✅ Even saying “I don’t care about brands” is... branding This leaves me both awed and cautious. The power of branding is real. It shapes perception, emotion, behavior, even identity. So next time you're reaching for a product, take a second to pause. Ask yourself: “Am I buying this for what it is, or for what it says about me?” Because whether we like it or not, in a world overflowing with options, brands are our new language of self-expression.

Consumers perceive the same coffee differently depending on whether they buy instant powder at the supermarket or order an artisanal espresso at a café. Yet the core ingredient remains the same. This shows how powerfully framing and context influences brand perception and value.   Rather than selling features no one will really use, a brand must focus on conveying a concise yet compelling identity. The most effective brand propositions tap into just a few key evolutionary drives that motivate consumers below the level of conscious awareness. Loss aversion can encourage brand loyalty if framed properly. Feelings of anticipated regret at missing out on a limited-time offer or switching from a familiar product can also sway decisions.   Great brands artfully blend left-brain functional claims with right-brain emotional resonance. By acknowledging consumers’ irrational tendencies instead of pretending they will carefully weigh every product attribute, brands can craft more compelling identities with staying power. They must look past surface-level product characteristics and connect with the evolutionary roots of human cognition that still guide our choices today.

𝐅𝐫𝐨𝐦 𝐎𝐯𝐞𝐫𝐰𝐡𝐞𝐥𝐦𝐞𝐝 𝐭𝐨 𝐎𝐮𝐭𝐬𝐭𝐚𝐧𝐝𝐢𝐧𝐠: 𝐖𝐡𝐲 𝐇𝐮𝐦𝐚𝐧 𝐁𝐫𝐚𝐧𝐝𝐬 𝐖𝐢𝐧 𝐢𝐧 2025 In today’s branding battlefield—where every scroll comes with a new ad, hashtag, or trending reel—visibility without meaning is just noise. Especially in India, with over 700 million digital users, brands are shouting louder but saying less. Somewhere in the race to stand out, many have lost the plot. Here’s what still works (and always will): 🔹 Simplicity isn’t outdated—it’s underused. A fintech brand saying “Send ₹500 in 2 taps” will always beat one promising “decentralised trustless remittance protocols.” 🔹 Authenticity > Aesthetics. Every D2C brand now looks like it came from the same Canva template. Consumers don’t want clones. They want clarity and connection. 🔹 Trust is the new attention. Consumers are bombarded with 10,000+ messages a day. The ones that stick? The ones that feel human. Examples to learn from: ✅ Amul – Consistent, witty, culturally rooted ✅ Zomato – Feels like a friend, not a brand ✅ Tanishq – Courageously empathetic If you’re building a brand in India—or anywhere—ask yourself: Are we solving a real problem? Does our voice feel human? Are we consistent in what we say and do? Being “boring” isn’t the problem. Being forgettable is. Let’s stop branding for algorithms. Start branding for people. TO READ MORE, VISIT LINK IN COMMENTS #BrandStrategy #ConsumerPsychology #Marketing #IndiaBrands #Startups #HumanBrands #DesignThinking #LinkedInInsights #BrandBuilding #DigitalMarketing

𝗙𝗿𝗼𝗺 𝗟𝗼𝗴𝗶𝗰 𝘁𝗼 𝗟𝗼𝘃𝗲: The Real Reason Customers Choose Your Brand   There’s a perception that people buy based on logic—that they’ve done their research, checked reviews, and analyzed options. That’s true, but it’s not the primary motivator.   Most people start their purchase with emotions and make their final choice based on feelings.   For example, most name-brand vacuum cleaners are similar. Whether you buy Red Devil or Bissell, they’ll likely do a comparable job at similar quality and price points.   The emotional factor comes into play when, for instance, you see that Bissell has a dog and a cat on their packaging and donates money to animal protection. They make animal adoption and care part of their brand identity.   That emotional choice becomes a tipping point, and all things being equal, that small gesture can persuade someone to buy from them.   We’re seeing a similar trend with soft drink companies. More often, you’ll see soda bottles labeled as 100% recycled. People may be willing to drink almost any brand of cola, but if the one they want comes in a recycled bottle, they’re more likely to choose it.   💖 As you build your brand, identify the emotional value of your story and put those emotions front and center.   People buy on emotion, no matter how logical they may seem.   #EmotionalBranding #ConsumerBehavior #BrandLoyalty #MarketingStrategy #BrandStorytelling #CustomerEngagement #EmotionalConnection

Brand is a macro experience, which is the summation of all micro experiences. If someone consistently has negative interactions with a company, person, or product, those micro experiences will lead to an unfavorable brand perception. On the contrary, consistent positive micro-experiences lead to a positive perception and increasingly strong brand loyalty. In theory, it seems simple, but in reality, it is difficult to design interconnected positive experiences, not just once, but consistently. Donutique in Vegas is a great example of this. - Window displays are engaging - Visual identity is unique and beautiful - Line moves fast - Menu is clear and simple - Donuts are displayed well - Store is clean - Seating is comfortable - Employees are welcoming and kind - Donuts are delicious More importantly, each visit is consistently positive. When marketers understand their role as experience designers, it becomes much easier to look at each touchpoint as a micro experience that feeds into a larger and more impactful macro experience. In short, Experiences -> Perceptions -> Brand