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Cognitive ease to the rescue

by Sandeep Dayal
Indian Management March 2022

Brands are not just built around beliefs and biases of the past. About 5 per cent of the time, we use a process of deliberation to make choices where we use spreadsheets to look at the cost benefits and logic to evaluate the pros and cons of choices. Marketers can leverage the power of cognitive biases for designing, positioning, and/or repositioning their brands.

Sandeep Dayal is a marketing and strategy leader. He is author, Branding Between the Ears: Using Cognitive Science to Build Lasting Consumer Connections.

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