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- Coke is just soda. Tylenol is just acetaminophen. And Levis are just jeans. Yet consumers go out of their way to select these specific brands over others. - An economist would say, How is this possible, that a rational consumer would be willing to pay more for exactly the same thing? We love to think about ourselves as rational. Thats not how it works. A very famous study done by colleagues at Duke University flashed either the Apple logo or the IBM logo to two randomized groups of participants. - The study found that after being subliminally exposed to the Apple logo, compared to when youd been exposed to the IBM logo, participants performed better on creative tasks. - And the argument is that Apple has been telling you this story over and over again, that Apple is the brand for hip, cool, fun, creative people. - This is the true power of brands. They can influence our behavior in ways that extend way beyond the point of sale. So to what degree can the influence of brands wrea
