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

Even brands with no equity can win in the ‘messy middle’ of consumer decision-making, the study found. When “supercharged” with five-star...