The Pepsi Paradox.:The statistical and psychological observation that a person is prone to prefer Coca-Cola over Pepsi when they have labels, but prone to prefer Pepsi over Coca-Cola when they are unlabelled.
Boron line: Consumers prefer brands over product. So, they'll prefer the taste of Pepsi but buy Coke.
Since we service the mortgage industry we focus on pushing this broad brand-based objective through clear branding strategies, logos, rates placements, and so on. Your own brand also needs do establish clear personalities to act as a conduit nto your experience (advocates and socially-savvy employees are a real-world top-of-funnel magnet).
The Cola Wars is a fascinating topic that is well worth researching (there's a ton of documentaries on YouTube if you're interested).
