The Business of Choice: Marketing to Consumers’ Instincts

14. The Power of Affirmation

Marketing shouldn’t just be about getting people to make a decision to buy your product—it should also be about helping them feel good about their choice

It’s not about your brand, but their decision to choose it.

I’m never sure whether the preceding statement is blindingly obvious or a profound insight.¹ Assuming it is the latter, it could make you think of marketing not as brand-centric, or even consumer-centric, but decision-centric.

¹ A wry definition of an insight: something that is blindingly obvious to the man (or woman) in the street but a revelation to both agency and client.

This insight (I’m going with it being one) was revealed to us through the New Realities a global survey that we conduct with our holding ...