Why Some Brands Thrive and Others Struggle to Break Through
I’ve seen how powerful it can be when brands tap into the deeper, often subconscious factors that drive consumer loyalty.
Neuroscience is now giving us a clearer picture of how this works, revealing why some brands stand out while others struggle to gain traction.
The Power of Emotional Anchoring
When participants in a study by Deppe et al. (2005) considered their preferred brands, their brains behaved differently.
Instead of relying on the frontoparietal regions that handle critical thinking and comparisons, activity shifted to the ventromedial prefrontal cortex (vmPFC), precuneus, and posterior cingulate cortex—areas linked to emotions, self-reflection, and value judgments.
In other words, when people think about their favourite brands, they often bypass rational scrutiny and rely on emotional instinct. So... if your brand has an emotional connection with its audience, it’s likely to be chosen without too much critical analysis. This underscores the power of building emotional equity over purely logical appeals.
Why Rational Appeals Can Miss the Mark
Rational, point-by-point arguments against established brands often fall flat. If someone already feels connected to a brand, they’re less likely to engage in critical thinking about it. This can make rational comparisons less persuasive than you might expect.
So... new or lesser-known brands should focus on creating distinctive emotional hooks, rather than just trying to out-logic the competition. This emotional 'white space' can be a powerful advantage.
The Risks of Negative Messaging
Challenging established brands head-on can also backfire. People often defend their choices to protect their self-identity, which can be closely tied to their favourite brands. This can lead to defensive reactions and negative brand associations for the challenger.
So... rather than attacking competitors, focus on building positive emotional connections that reinforce your brand’s unique identity.
Making Choices Feel Easy
One of the more intriguing findings from the study is how familiar brands reduce cognitive effort. When participants chose their favourite brands, their brains used less energy, reflecting a more automatic, fluent decision-making process. In psychology, this is known as cognitive fluency—the easier something feels, the more “right” it seems.
So... .making your brand feel intuitive and familiar can create a sense of comfort and trust, reducing the likelihood that consumers will second-guess their choice.
Applying These Insights
Research by Hornsby and Love (2022) reinforces this point, showing that people process familiar ideas faster and more confidently. This highlights the value of aligning your messaging with what consumers already believe and feel.
Understanding these cognitive shortcuts can be the key to unlocking deeper customer loyalty and long-term brand growth. For brands looking to lead in this space, the challenge is finding the right emotional triggers and building intuitive experiences that resonate with real human instincts.
If you’re looking to better understand the subtle forces that shape your customers’ decisions, we’d love to connect
By Ifan Batey – Psychology Lead for FSF’s award-winning 2024 rebrand, recognised for innovation.
Contact me at: ifan@wereib.co