From the course: Advanced Branding
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Frame of reference
- An important component to branding is to understand your competition and where you fit into the market. When a consumer is faced with a choice, they mentally review the reference material that's associated with that decision. We understand and remember information by linking it to things we already know. Purchasing decisions are made based on benefits or the perception of benefit. When you understand the frame of reference a consumer has with your product or service, you can determine what messaging is important to influence that decision. Let's say I pull an object out of my pocket and you don't recognize it. It's a new piece of technology and it's unfamiliar. So I say, "Check out this new gadget. It's just like the iPhone." All of a sudden, you have a frame of reference for what I might be holding. You know what an iPhone is, and you know all of the features of an iPhone. So surely, I'm holding some sort of…
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