Uzma Khan: Making Hard Choices Easier for Customers
Stanford Graduate School of Business
Catchy phrases aren’t always the best way to help potential customers make decisions.
For years, Apple told us to “Think different.” Burger King urges customers to “Have it your way.” And Nike famously tells us to “Just do it.” These slogans aren’t just catchy. They also work well, at least in part, because by inviting a comparison between the advertised brand and its rivals, the slogans help make our choices seem simple, even in a crowded marketplace. But that approach doesn’t always work — certainly not in helping a customer choose between two different iPads or from all the options on a fast-food menu.