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The advocates of new ways of marketing have mentioned this fact, like Al Ries and Jack Trout, Stan Rapp and Tom Collins. From their research it is understood now that people is more likely to buy brand names that have a positive and unique position in their minds, due to the communication strategy utilized in the marketing campaign, and because the company behind the brand is able to dialogue and interact with the consumer in a way that adds value to the product, under the consumer terms.
Brands (and the companies behind them) that are able to grab a portion of the consumers mind and delight them have a good chance to appeal to buyers at the moment of purchase, which is only one of many different moments of truth...
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