"The incredible plethora of choices consumers now possess has a downside

"The incredible plethora of choices consumers now possess has a downside, and it's called exhaustion. An overwhelming number of possibilities complicates every buying decision. Add to that all the other more baroque aspects of modern life, such as two-income households, frequent divorce and remarriage and blending of families, increasing traffic, shortening news cycles, and 100 channels of cable television, and you wind up with a consumer group that feels very over loaded and harassed.



"It's a paradox: The more brands consumers have to choose from, the more they need to cling to one good brand.



"Good brands do three highly significant things for stressed-out consumers:

1. They save time.

2. They project the right message

3. They provide an identity.



David F. D'Alessandro, CEO John Hancock

Brand Warfare: 10 Rules for Building the Killer Brand. New York: McGraw-Hill, 2001. page 18.





"The per-capita consumption of advertising in America today (1996) is $376.62 a year. (That compares with $16.87 in the rest of the world.)



"If you spend $1 million a year on advertising, you are bombarding the average consumer with less than a half cent of advertising, spread over 365 days to a consumer already exposed to $376.61 ½ worth of other advertising.



Al Ries and Jack Trout

Positioning, the Battle for Your Mind. New York: McGraw-Hill, 1981. page 6.

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