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Why we buy what we buy - Richard Shotton
Uncensored CMO
The Importance of Social Proof in Branding
I really like the iPhone sorry iPod example in the it's based on this well-known idea of social proof. Most brands I think apply social proof in a very very literal way they go out and very rationally say you know we're Britain's favorite Lager or we sell a million chocolate bars a month. What was interesting about Apple was it's the implicit suggestion that they were popular long before they actually were. The lateral approach to using these biases is a lateral approach, he says.
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