CHAPTER THREETHE BENEFITOF YOUR BRAND

It’s the moment of choice. Maybe I’m not even aware I’m choosing. Maybe I’m sitting in traffic and I am only aware that I’m hungry. My mind drifts to dinner. For reasons I certainly can’t explain, I want pizza. It takes me a fraction of a second to have a preference. A half hour later I’m savoring the flavors of the local pizzeria that popped into my head. Even though my mind probably weighed many options, my choice felt pretty effortless. Several known benefits could have factored into my selection, such as a particular flavor of sauce I might have been craving or a price point, or the speed of service, or positive emotions associated with my past experience at the restaurant, or a need for a little variety. ...

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