It’s complementarity these days, rather than advertising

Rory Sutherland

What comes first, the advertising or the brand? Does the consumer buy into just one of these, or both at the same time? A good advertisement is complementary to the brand – a study by psychologists has shown that consumers paid more attention to ads for the car of their choice after they bought it than beforehand.

It's complementarity these days, rather than advertising

Rory Sutherland

When consumers like a particular campaign, it is facetiously observed that they are ‘buying the advertising’ as well as the brand. Rory Sutherlandexamines an economic theory that suggests...

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