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Why Machines Don't Understand Branding By Matt Britton (Millennial Expert)

Name: Why Machines Don't Understand Branding By Matt Britton (Millennial Expert)
Uploaded: 2019-02-11T21:46:44Z
Channel: Matt Britton
Description: Matt Britton argues that machines cannot fully understand branding because they miss emotional and social cues that drive consumer choices. He…

11 Feb 2019

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Matt Britton argues that machines cannot fully understand branding because they miss emotional and social cues that drive consumer choices. He illustrates this with examples: buyers choose a Lexus over a Camry despite shared engineering because of social signaling and perceived status, and consumers prefer heavy metal credit cards partly for the audible/physical impression they make at social settings—details a machine would likely miss.

Why do people buy an Alexis when it's the same car as 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. A machine doesn't know that consumer feels better when they're driving 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? Would a machine know that that's where machines are going to get screwed on branding.