Is yours the brand of choice?

When Too Many Choices Means No Choice at All: How to Stand Out in the Crowd

In today’s marketplace, there is an overwhelming amount of choice. Given the many options, consumers are often led by their inertia and may choose to buy nothing at all. How can any given product begin to make an impression among all the others? How can your product or service position itself to even be considered as a choice? Branding is fundamentally about making choices easier, and can help paralyzed consumers decide to make a choice rather than walk away.

In this paper, we’ll think about why more doesn’t necessarily mean better. We will consider how effective branding and storytelling can help your product distinguish itself as not just one passive option among many, but as a conscious choice among a very few. When a product has an effective story and a clear ethos, it doesn’t matter how many options there are. Brands that provide a clear basis for decision-making or help consumers and customers navigate the options will emerge as the ones between which they will choose. We will discuss strategies for helping consumers find the information they need about your products to make a decision, based on what is meaningful to them, as a way to overcome the challenges of too much choice. 

Download the white paper to learn more.