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- Coke is just soda. Tylenol is just acetaminophen. And Leviamp;#39;s are just jeans. Yet consumers go out of their way to select these specific brands over others. - An economist would say, amp;quot;How is this possible, that a rational consumer would be willing to pay more for exactly the same thing?amp;quot; We love to think about ourselves as rational. Thatamp;#39;s 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 youamp;#39;d 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 wha
