It’s Not Enough For Your Brand To Be Liked

Recently, a sharp and forward-thinking client forwarded me an article referencing findings published in The Journal of Consumer Research, along with the following question: “We do a lot of research to make our products more likable—but what else do we need to do to make them more consumable?”

Inherent in this question is the understanding that likeability does not fully translate into consumability. While we are, of course, more likely to consume products and services that we really like over those that we really dislike, the relationships between what we like and what we consume can get complicated. More insite from Coleman here.