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This episode compares two approaches to brand building: Consumer Instinct versus Consumer Insight, arguing that both are valuable but that instinct holds greater power for long-term success. Consumer Insight is explained as the data-driven understanding of consumer behavior derived from research like surveys and analytics, which helps marketers make informed decisions and tailor campaigns. Conversely, Consumer Instinct refers to the subconscious, emotional responses and psychological factors that drive purchasing decisions, which are not easily captured by traditional methods. It asserts that Consumer Instinct is more effective because emotions often override rational thought and can adapt to changing societal trends, citing examples like Apple and Coca-Cola, though it concludes that the most successful brands effectively utilize a combination of both Insight and Instinct.

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