Rule of Thumb

I’m lucky enough to be taking a #behavioraleconomics class with Melina Palmer and the awesome folks at Texas A&M University’s Human Behavior Laboratory. I’m learning so much! One of the things my readings got me to thinking about is that a brand is really just a heuristic or a mental rule of thumb. It’s a way that our lazy (or at least energy-conserving) brains use to make decisions without a lot of effort.

Rule of Thumb

If you’re a brand-builder it’s an interesting mental shift to think about establishing brand relationships as taking away the mental effort behind consumer decisions. And if you look at brand stewardship this way, it’s another reminder that there’s a lot of responsibility in it!