http://deniseleeyohn.com/bites/2010/08/17/business-isnt-a-popularity-contest/ stuff for your brain to chew on Thu, 02 Feb 2012 20:37:28 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://deniseleeyohn.com/bites/2010/08/17/business-isnt-a-popularity-contest/comment-page-1/#comment-26866 denise lee yohn Wed, 18 Aug 2010 15:20:10 +0000 http://deniseleeyohn.com/bites/?p=4058#comment-26866 good points, bruce -- in some cases, "Breadth of awareness often CAUSES affection" indeed -- the opposite is also true -- over-exposure, particularly for premium products, can repel people -- thanks for your comments! good points, bruce — in some cases, “Breadth of awareness often CAUSES affection” indeed — the opposite is also true — over-exposure, particularly for premium products, can repel people — thanks for your comments!

]]> http://deniseleeyohn.com/bites/2010/08/17/business-isnt-a-popularity-contest/comment-page-1/#comment-26789 Bruce D. Sanders Wed, 18 Aug 2010 01:36:47 +0000 http://deniseleeyohn.com/bites/?p=4058#comment-26789 Denise, you wrote I believe that for the consumer, breadth of awareness or penetration is ONE indicator of appeal or affection. It can operate in a way different from what people might expect, though. Breadth of awareness often CAUSES affection rather than being the result. As just one example, researchers at University of Nashville, University of Sydney, and France's National Engineer School for Food Industries and Management found that their study participants could not reliably tell the difference between the taste of Pepsi and Woolworth Homebrand Cola, but said they preferred Pepsi when asked. The researchers experimentally related this preference to the higher recognition value carried by Pepsi. In most cultures and as a general rule, people love to identify with a winner. The research evidence I'm familiar with indicates that awareness and conversation CAN build a brand. I do agree with you that aiming for deep instead of broad works well. Get the awareness and conversation going within that niche. But of course, the psychology of the consumer is not that straightforward. In individualistic cultures like the U.S. and Australia, people also root for the scrappy underdog. Nearly fifty years ago, Avis Rent A Car System unveiled a series of ads that the trade journal Advertising Age later called one of the top ten campaigns of the 20th century. The theme of the ads: "We're number 2 in rent a cars behind Hertz, so we try harder." The Popularity Issue could help a business frame their own campaign! Denise, you wrote
I believe that for the consumer, breadth of awareness or penetration is ONE indicator of appeal or affection. It can operate in a way different from what people might expect, though. Breadth of awareness often CAUSES affection rather than being the result. As just one example, researchers at University of Nashville, University of Sydney, and France’s National Engineer School for Food Industries and Management found that their study participants could not reliably tell the difference between the taste of Pepsi and Woolworth Homebrand Cola, but said they preferred Pepsi when asked. The researchers experimentally related this preference to the higher recognition value carried by Pepsi.
In most cultures and as a general rule, people love to identify with a winner. The research evidence I’m familiar with indicates that awareness and conversation CAN build a brand. I do agree with you that aiming for deep instead of broad works well. Get the awareness and conversation going within that niche.
But of course, the psychology of the consumer is not that straightforward. In individualistic cultures like the U.S. and Australia, people also root for the scrappy underdog. Nearly fifty years ago, Avis Rent A Car System unveiled a series of ads that the trade journal Advertising Age later called one of the top ten campaigns of the 20th century. The theme of the ads: “We’re number 2 in rent a cars behind Hertz, so we try harder.”
The Popularity Issue could help a business frame their own campaign!

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