Most purchases do not begin on Google by searching "product that solves X problem."

They start in our minds when we ask ourselves "what can solve this problem I am having?"

Once you think of a brand or product, your decision is mostly made up. Even if its a B2B product, people are going to search for reasons to justify their initial thought, as opposed to starting from scratch on excel weighing the pros and cons of various solutions.

Jenni Romaniuk authored a great piece of research on this topic of "Category Entry Points."

#branding #brand #marketing

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