Rational man is a myth

Gertrude Stein once remarked, “Everyone gets so much information all day long that they lose their common sense.” This is precisely what has happened to today’s customers. They simply cannot rationally cope with the overwhelming amount of choice, conflicting information, cognitive dissonance, and various influences. So, they respond as people do who are under information load: They cull information based on what feels right to them and, ultimately, reason and choose with their guts to feel good about themselves and their decisions. 

So ask yourself: Do I know how people are presently "reasoning" with their guts about various marketplace offerings (a.k.a. brands)?  And, Are we appealing to that "reasoning" process with the expression of our brand?

Here are some clips from a recent presentation where I discuss this new customer reality:

Here's the YouTube link:

http://www.youtube.com/watch?v=HXdOCawOVpc

Posted August 5, 2009
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Comments

Mark Gallagher

It continually amazes me how many marketers push solutions that they as consumers despise. While I'm sure they believe their decisions to be well researched, well informed, and well, just plain right, they get what they measure. People aren't rational, they rationalize.

How many adverting professionals mute the extreme volume of commercials, or simply skip them all together.


Mark Gallagher
Brand Expressionist®
BLACKCOFFEE

Posted by: Mark Gallagher | August 05, 2009 at 01:40 PM

Strategic Growth Advisors

I agree with your post, Tom. Most so-called "marketers" nowadays continually redo the way they promote their brands over and over again, leading consumers not just to difficulty but to confusion.

Posted by: Strategic Growth Advisors | August 05, 2009 at 09:36 PM

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