I chose this blog why we celebrate halloween as halloween just passed. The reason why we celebrate halloween is because everyone else does it.
Most of what we believe is not a result of direct experience, but is rather part of our collection of truth because everyone (or at least the people we respect) around us seems to believe it as well. It is about tradition and following in the footsteps of elders.
We not only believe that some brands are better than others, we believe in social constructs, no shirt, no shoes, no service. We believe things about changing our names when we get married or what's an appropriate gift for a baby shower. When branding is involved, people will buy a brand over another because they truly believe its better...they will go with the most popular brand and buy what everyone else has.
This groupthink is the soil that marketing grows in. It's frustrating for someone who is hyper-fact-based or launching a new brand to come to the conclusion that people believe what they believe, not that people are fact-centered data processing organisms.
Sure, it would be great to have an organization that enjoys the advantage ofeveryone believing. Getting from here, to there, though, requires stories, emotion and ideas that spread. Organizations grow when they persuade a tiny cadre to be passionate, not when they touch millions with a mediocre message.
www.sethgodin.com
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