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“We all know that, particularly in mature markets, the quality at the product level hardly offers a perceivable and big enough difference between competing products, as indicated by the success of private labels. And since, in most categories, customers are quite satisfied with the product performance, a relevant differentiation at the pure product level is increasingly hard to provide.”
― Phil Barden

“Another example of the certainty principle is that we value things we already own particularly highly. Nothing is more certain than holding something in our hands. Consumers who were given a coffee mug demanded twice as much to give it up as other consumers were willing to pay for it. Behavioural economists refer to this bias as the ‘endowment effect’.”
― Phil Barden

“Brands are frames: they implicitly influence the perceived value of products and product experience through framing. The impact of frames, and thus brands, on our behavior is implicit and we therefore do not consciously experience it.”
― Phil Barden

“The experiment cited earlier that revealed that brands induce ‘cortical relief’ shows that strong brands are processed in System 1. Indeed, the hallmark of a strong brand is to activate System 1 and circumvent System 2 processing. Weak brands, by contrast, activate System 2, i.e. consumers have to think about the purchase decision.”
― Phil Barden