This is a common anti-pattern when smart people start thinking about (brand) advertising. “I have such strongly held opinions about my favorite soda! No amount

This is a common anti-pattern when smart people start thinking about (brand) advertising. “I have such strongly held opinions about my favorite soda! No amount of advertising will change my mind. I am immune to advertising!” And then they go to the grocery store, and remember their girlfriend told them to pick up some fabric softener, which they know nothing about. So they look on the shelf and they think “Ok, Downy, I’ve heard of that one. It’s probably fine.” And away they go. And the next time they need fabric softener, they reach for it again, because it worked fine last time, and what’s the point in spending any more time thinking about fabric softener? This is what brand awareness advertising is meant for. It’s meant to change your weakly held preferences, not your strongly held ones.