But in a few commoditized categories, there’s an underlying doubt at work. For these manufacturers, research indicates that consumers don’t pick a product on the basis of who makes it. Instead, they are swayed almost entirely by the design of the product itself. Who made the sheets on your bed, for example? The towels in your bathroom? Your socks? Many people have no idea. They just liked the pattern or the color or the feel of the fabric.
If that’s true, why spend money and energy on branding in those categories? Here’s why: Because there are other decisions you can affect and other audiences you’re communicating with that matter. A lot. Read More