"Why more choice is a bad thing": The Paradox of Choice in Marketing

Aug 26, 2024

Delve into the intriguing Paradox of Choice, where fewer options can drive customer engagement and sales. Discover how iconic brands like In-N-Out and McDonald's leverage consistency to enhance loyalty. The discussion also highlights the balance between variety and familiarity in content creation, particularly on platforms like TikTok. Explore the Blue Ocean Strategy, showcasing how unique creative paths can yield success outside crowded markets. Ultimately, learn how repetition and focused identities can lead to brand evolution and deeper consumer connections.

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INSIGHT

Repetition Builds Powerful Brands

Strong branding often comes from repetition rather than variety.
In-N-Out kept the same menu and aesthetic since 1948 to become iconic.

INSIGHT

Less Choice Often Increases Sales

Too much variety reduces purchase likelihood and increases paralysis.
Studies (Head & Shoulders, jam tasting) show fewer options often boost sales.

ADVICE

Find One Thing And Repeat It

Figure out what works and repeat it rather than chasing endless new formats.
Use guardrails to focus creativity and avoid being paralyzed by infinite options.

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