Make your brand synonymous with the category

A creative lesson from a 90s Häagen-Dazs ad campaign

Consumers hate thinking too hard about which brand to buy.

The truth is, people buy things based on our unconscious urges and emotional needs.

And you and I aren't exceptions.

We buy first, then we post-rationalize our decisions. We tell ourselves a story. "I deserve it", "I need this", "They offer free shipping" or "It was a bargain".

But when a recessio…