This article Is based on an incorrect assumption of the utility and function of branding ads. they don't change perception...they don't make a new impression...

This article Is based on an incorrect assumption of the utility and function of branding ads. they don't change perception...they don't make a new impression...they support a pre existing perception and reinforce it. Brand perceptions and this cultural imprinting he refers to are driven by word of mouth, media coverage, and third party validation... Once we have a perception- ads reminds us of it. Yes, ego and peer pressure are strong emotional drivers of purchase behavior but so are dozens of other emotions we satisfy with various purchases.