Decisions aren't linear conclusions - they are often a battle of competing interests in the consumer's brain. Marketers need to identify some of these rivals and back a winner with their advertising.
When you stick a big Apple fan in an fMRI machine and show him Apple images, his brain lights up in the same areas associated with religious belief. And, according to a BBC TV show, one of the scientists associated with that study…
Sometimes the best thing for a brand is an enemy: a rival brand that can be the focus of advertising. The other day, Mark Gallagher and Laura Savard at the BlackCoffee blog put the advantage of focusing on a rival succinctly:
