CHAPTER 8
BRAND RESOLVE
A Mantra for Happiness
If System 1 and System 2 were all there was to brand choice, we could call it a day with the previous chapter. But there is a problem. It’s called indecision.
Without indecision, you might have married your great-after-all high school sweetheart sooner, opened your own bacon gourmand store in 130the West Loop rather than stick it out as grade 13 shift supervisor at the piñata factory, and not eaten both the mushroom ravioli and the cheeseburger for lunch.
The consumer sitting on the fence of indecision is often a challenge for brands that entail bigger purchases like a car, home mortgage, or furniture. ...
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