This framework has proven quite advantageous for me in multiple aspects:

It offers a holistic view of user contexts, neatly tying together awareness, experience, and distribution intensity. These elements are pivotal in shaping a brand's appeal when users are making choices.

Placing conversion tactics right next to these contexts makes the approach actionable and grounded.

As touched upon at the essay's conclusion, it's essential to pinpoint where to direct our focus. "Determine your focus area. How will you allocate your focus per scenario, across quarters or years?"

How do you create brand preference? Understand the scenario, measure the brand’s influence, and act strategically.

Scenario isn’t just where decisions occur; it’s the dynamics, factors, and influences that shape choices.

Key considerations include brand value (how pivotal is the brand in the decision-making scene?), price dynamics (it’s not always about being the cheapest), loyalty ties (how much does switching cost?).

Imagine you’re buying a new laptop. If the local store doesn’t have the brand you want, would you compromise? Or would you venture further to ensure you get exactly what you want?

Scenarios should be the cornerstone of every marketing strategy.

Where does your brand stand in the consumer’s mind when faced with a scenario? Is it a beacon of quality? Perhaps it’s associated with innovation? Building and maintaining positive awareness is the key.

Tied Awareness:
Recognition isn’t enough. Brands need to create memorable associations. It’s the difference between “I’ve seen that logo” and “That’s the eco-friendly brand!” What ties are you knotting with your audience?

It’s the aftertaste of any interaction. Did the product exceed expectations? Was the user experience seamless? These intangible elements often become the tiebreakers in closely contested scenarios.

The visibility of a brand can be the game-changer. For fast-moving items, being available is paramount. For long-lasting products, however, this urgency subsides. How prominently does your brand feature across different scenarios?

Guided by the Brand Preference Map, businesses can:

Craft strategies tailored to specific scenarios. From influencer partnerships to early-bird specials, the tactics are vast.

Measure the effectiveness of these strategies. Are you gaining traction? What’s the feedback? Metrics ensure you’re on the right track.

When using this Brand Preference Map, I suggest: 

: Cater to both universal and brand-specific situations to ensure comprehensive strategizing. 

: Determine your focus area. How will you allocate your focus per scenario, across quarters or years? 

: Leverage strategy testing to gauge the effectiveness of a strategy before full deployment.

Farid Asadi

I created this brand preference map as a guide to precisely cultivate brand preference among potential users.

Brand Preference Map by Farid Asadi

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