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Decisions, Decisions

Branding By Sam Taggart Jun 23rd |

The other day, I headed to the deli located down the street from our office to grab some lunch. As I was walking out, AJ asked if I could grab him “a non-carbonated beverage, a bag of chips, and a sandwich.” As I walked into the deli, and towards the chips section, I was presented with a wide variety of brands (e.g. Doritos, Lays, Sunchips) and options (e.g. Nacho Cheese vs Cooler Ranch, Plain vs Sour Cream & Onion, Harvest Cheddar vs Garden Salsa). The same happened in the drink section. Since AJ truly didn’t care which type of chips or drink he got, the decision was completely up to me. However, after I thought about the decision and made my choice for AJ, I began to think about exactly why I’d chosen the products I’d chosen: Nacho Cheese Doritos and Lemon Snapple.

Why had I chosen those two products over all other options? When I thought about it, I reasoned that both were pretty “standard” and widely-liked. They weren’t too strange. They were a safe bet, in my mind. But why did I have those specific connotations with both products?

The fact is that we are faced with many, many of these types of decisions every single day. From the toothpaste you use in the morning, to the socks you put on before heading out, to the food choices you make all day long, we are all constantly deciding between brands. But what goes in to these decisions? Why choose Crest over Colgate, or Hanes over Fruit of the Loom? In the end, the products aren’t all that different, yet most people have clear preferences.

Consumers make these decisions for a variety of reasons. Maybe their parents brought them up using a specific brand. Maybe they got a free sample when they turned 18 (e.g. Gillette). Or maybe the consumer was caught by a great advertisement or commercial. These are just a few examples.

Today, brands have an opportunity like never before to influence consumer decisions and behavior. For example, here’s a tweet from a couple of hours ago, “Someone bring me some #Snapple, #MangoMadness if possible! Pleeeaaaaase?!?!” Here’s an opportunity for Arizona Iced Tea to tweet back to the user and say, “Have you tried our Mucho Mango? Here’s a coupon code for 50% off, in case you want to give it a try: link.” Sure, maybe the user wouldn’t take advantage and that would be the end of it. On the other hand, the user might take the coupon, buy the product, and become a lifelong fan and consumer.

This was just an example, but the point is that consumer decisions don’t just have to be left up to the consumers anymore, and they shouldn’t. Brands have an opportunity like never before. Simply interacting with potential consumers via social media is incredibly powerful stuff, and is changing the way that we make decisions.

Question 1: If AJ had asked you to buy him a bag of chips and a non-carbonated drink, what would you have chosen and why?

Question 2: What goes into your decision-making process when choosing between brands? Has a brand’s presence on/actions via social media ever influenced a decision?

Please leave your answer in the comment section below, would love to see if there are any trends or similarities.

Filed Under: Branding

Author: Sam Taggart

Sam may be a graduate of the University of Southern California in sunny LA, but he is a native Philadelphian. At the age of five, Sam witnessed Joe Carter hit a three-run walk-off home run against closer Mitch Williams, propelling the Toronto Blue Jays into a World Series victory over his hometown Phillies. It was from that awful and agonizing moment forward, that sports took over little Sam’s life. Now, as a project manager at VaynerMedia, he is thrilled to be able to combine his passions for sports and social media on a daily basis, and he will never, ever forgive Joe Carter.
  • TheGreatWazu

    That was a cool post and now I'm thinking about people using my competitors in their tweets. I'll tweet them back as you suggested. Thank you for that.
    If AJ asked me there is no doubt in my mind that I would have got him bottled water and plain chips, both no frills if possible. It would make him be more specific next time. As far as the choices you made for him: Doritos Nacho is our second best selling chip product (Plain Lays is first) and lemon flavored iced tea is tied with Gatorade for first.
    When I buy something its because it's the best or it's has the best quality to price ratio. Once I find something I like I stick with that brand. It's never the other way around where bye I see a commercial and then go buy the product. I read and compare at the store myself then determine what is best. Once I try it, if I was wrong I try again till I find what I like then I stick with it. I wish my wife would do the same thing. Thanks to her I'm always discovering a new shampoo, or conditioner or type of cereal ( I hate switching cereals like you wouldn't believe. Leave my Honey Bunches of O's, My Sugar Pops and Cap'n Crunch the fuck alone. Christ. ). She's a price whore but I love her. Social media has not yet influenced a buying decision for me personally because I am new with it…with one caviat. Looking at Gary G Spot's videos (if you call that social media) I've learned a few things about wine and I've stayed away from some and tried others based on his recommendations.

  • gosam

    Glad you enjoyed the post! Very interesting to hear that Nacho Doritos & Snapple Lemon are two of your best-sellers. Also, thanks for sharing your rationale for your decisions. Hopefully we'll get some more commenters to chime in so we can compare!

  • http://twitter.com/drdanymorin Dr Dany Morin

    I am sometimes influenced by commercials. I remember that on the Tv show Nip/Tuck, a character was drinking Absolut Vodka. I started to buy this brand because somehow the brand was more familiar than the others and because i thanked them with my money for supporting a show I liked. But nowadays, I usually go for the good quality Vodka that is on sale that day. But still, without that ad in the show, I probably would have never bought a bottle of this brand.

  • gosam

    Dr. Morin, Appreciate your comment! We see tons of product placement on television shows and in movies, and I would think that (at least subconsciously) it has some influence on consumer behavior. There was a lot of talk about product placement earlier this year on the show “Modern Family.” The show featured the iPad throughout an entire episode, which actually turned out not to be paid product placement and simply free publicity for Apple. That being said, it got the conversation going, and raised excitement around the iPad. I don't think I've ever been consciously influenced by product placement, but clearly many people have. Thanks again for your thoughts!

  • http://seekingminds.com Rich LoPresti

    Aj might have been testing you to see if you were paying attention to what he likes… lol — ;) just kidding. I probably would have bought him what I like. Ruffles sour cream and onion potato chips (I always like them, can remember how the first chip got in to my mouth!) and a Vitamin water (I love their marketing (says on their bottles) and they have a good product.

  • gosam

    Interesting, Rich. You'd buy him what you like over what you think is “standard?” I guess sour cream and onion chips and Vitamin water are nothing too outrageous, but interesting nonetheless. Also, great reasons for sticking with your guns. I think that nostalgia/pure enjoyement and smart marketing by the brand are both pretty obvious reasons as to why you would purchase a specific product.

  • http://seekingminds.com Rich LoPresti

    If I observed Aj drinking and eating something regularly, I’d probably go with what I saw him consuming, his “usual”. If he left it totally up to me then he just opened himself up to my tastes and preferences and I would want him to experience the things that I like to grow a new “bond”

  • gosam

    Good point. Thanks for your comments, Rich! Much appreciated.

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