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In crowded markets, where new brands face stiff competition from established names, creating a conflict between consumer goals and brand options can make them more likely to try unfamiliar brands.

Research by UConn Marketing Professor Danielle Brick highlights how context affects brand selection. In experiments, consumers are more inclined to try novel products when the options conflict with their active goals. For example:

• When gym-goers were presented with a choice of candy bars, they were more likely to opt for a new brand (Lion Bar) over a familiar one (Milky Way). This is because their health-focused goal at the gym created a tension that made them more open to trying something different.
• In contrast, when seeking a sweet treat in a more relaxed setting (like a cafeteria), consumers preferred familiar brands.
• Similarly, when people were asked to choose between cookies, those primed with health-related goals were more likely to choose a novel cookie brand (Partake) over a familiar one (Chips Ahoy).

The key insight: Consumers justify their choices based on their goals and the ambiguity of novel brands. If the new product seems to better align with their current objectives, they’re more willing to give it a try. Position new products in a way that taps into the tension between consumer needs and brand familiarity.

Check out this insight from UConn Today.

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Razor brand Nimbi was struggling on TikTok, where the word “razor” isn’t exactly rewarded by the algorithm.

So, Nimbi turned to an unlikely alternative. OnlyFans. There are a lot fewer content restrictions over there, so Nimbi can offer shaving tips and tutorials and other SFW, educational brand content without getting shadowbanned.

The strategy has worked—Nimbi is now Erewhon’s top personal care seller.

This move follows a pattern of brands and creators shifting to NSFW platforms when facing limitations elsewhere—similar to how some firearm content moved to Pornhub after YouTube crackdowns.

While OnlyFans’ business tools are still developing, its revenue potential is considerable. Something to think about.