Popular options will have more words of mouth, more reviews, appear on more comparison websites, etc. The incubants have a massive advantage through those paths.
Ads mean the brand with more money wins. It is completely orthogonal to value/cost.
Why? A better product will be able to achieve a better ROI on ad spend. This means that they can afford to spend more per ad than their competitors meaning they will win all of the ad auctions compared to the brand with the most money.
A product with higher price-input cost spread will be able to achieve a better ROI on ad spend. i.e. they can displace products with higher quality, lower price, or both.
Comments
Popular options will have more words of mouth, more reviews, appear on more comparison websites, etc. The incubants have a massive advantage through those paths.
Why? A better product will be able to achieve a better ROI on ad spend. This means that they can afford to spend more per ad than their competitors meaning they will win all of the ad auctions compared to the brand with the most money.
A product with higher price-input cost spread will be able to achieve a better ROI on ad spend. i.e. they can displace products with higher quality, lower price, or both.