I've had this theory for a long time. Some of it probably comes with my idealism ~~ a product that provides substantial value should NOT have to advertise; becaues it provides so much value, people shouldn't have to hear about it.
This is idealistic of me. However, I often smirk when I see television commercials by certain brands, especially tech companies. To me, this signals that they don't know what else to do with the money, don't know how else to impove the product, so they have given up and just decided "let's throw some spaghetti at the wall and hope it sticks!".
Super Bowl commercials are often hilarious to me because established brands come up with new offerings / positioning that they announce during the Super Bowl. I remember a beer company from this past year that touted "our brewing process is now environmentally friendly!" I know generally consumers are more conscious of things like this as time progresses; however, do you think Bob in Milkwakee really gives a 💩 that Budwiesers (or whatever brand it was) now has environmentally friendly brewing practices? I don't think so.
This is a tell to me that the marketers don't really have a clue what to do / they are just deluding themselves.
A contrast to this perspective is familiarity bias. The more familiar you are with something, the more you will likely view it favourably. So the more a brand can advertise and be in your face, the more likely you are to buy from them.
Written: December 1, 2020
if product is good enough and provides enough value, people will talk about it!