Very few consumers actually buy by looking at long ranks of statistics. Rather they choose using various heurstics and social cues, proxies. A brand is actually a very intelligent proxy because it’s a piece of data that compresses a lot of information about the quality of the product, the word of mouth of the product, how long the company has been in operation, and what its reputation generally is.

Rory Sutherland on influence for The Sunday School of Life Sermons