Matt BrittonFounder & CEO powering AI-driven consumer insights

Machines Don't Understand Branding

Name: Machines Don't Understand Branding
Uploaded: 2018-03-20T17:06:39Z
Channel: Matt Britton
Description: A short spoken monologue arguing that machines cannot understand the social and emotional reasons consumers make purchase decisions. Uses examples—why…

20 Mar 2018

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A short spoken monologue arguing that machines cannot understand the social and emotional reasons consumers make purchase decisions. Uses examples—why someone pays much more for a Lexus over a Toyota Camry and why people prefer heavy metal credit cards—to illustrate how branding and social signaling (status, perceived wealth) drive choices that are invisible to purely feature-based machine judgments.

Why do people buy a Lexus when it's the same car as Toyota Camry? It's the same engine, it's the same company, just a different logo on the outside, slightly nicer seats. Why do they pay 15, $18,000 more? A machine would not be able to tell you why. Right. A machine doesn't know that consumer feels better when they're driving a Lexus versus a Toyota into their cul de sac in terms of how it impacts other people. Why do people want heavier credit cards? Chase Amex. They have the metal credit cards because they want to hear it bounce because other people at the dinner table are like, wow, you must be rich. Right? Right. Why else would they do it? It's heavy. It doesn't swipe in all the machines. Why would somebody want to carry something heavier when everything's being lighter? What would a machine know that? Right. So that's where machines are going to get screwed on branding.