As discussed on the first week of class, and in the first chapter of the iBook, Marketing is a game of perception. Consequently, when it comes to branding, which includes brand positioning and brand meaning, Marketing is also a game of influence.

For example, in 2021 these were the world's top-50 influencers(Links to an external site.).

What boggles the mind is... why? Why do consumers allow strangers to influence their decisions and perceptions toward products and brands? A clear example of this is found on Amazon, where customer ratings and reviews have a significant effect in influencing one's decision to buy (or not) a particular item.

Instructor Discussion Overview Video

Discussion Requirements

1. Discuss why and how certain people have the ability to influence and impact consumer behavior, and a firm's decision on how to brand its own product(s).
2. Have we become so gullible and naive as a society?
3. For your own particular Final Project, who would be an ideal influencer to sign up for promoting and positioning your product/brand? Why?

Discussion Instructions

Minimum of two (2) references required to answer #3, APA style required