Making a decision to buy can be complex. Imagine what your customers would have to do to be thoroughly informed about their buying decisions:
- Carefully consider all of the features that are important to them.
- Spend time to determine all of the competing products.
- Spend time collecting information on all of the different products.
- Compare and contrast all of the information.
Brands simplify the buying decision. A trusted brand is like a trusted movie director. It's by no means full-proof, but can get some idea of whether a movie is good by whether a movie director you trust directed it.