Even fictional brands can win online | WARC | The Feed

A shopping simulation by Google and The Behavioural Architects found that by manipulating how brands are represented online, consumers can be persuaded to switch brands – even to a fictional product.

Why it matters

Challenger brands have the opportunity to change mindsets and disrupt preferences in a short space of time. It is vital for brands of all sizes to show up in the right places, and remain in contention throughout the purchase process.

The big insight