Early-stage brands appeal to cognition; established brands bypass it

How would strangers perceive something they don’t know on the internet? If it's really pretty, there can be love at first sight, but mostly it is a cognitive function

We see something, we like something, we buy something, and vice versa. I hate to break it to you, but if you are an early-stage entrepreneur, “your customer is not as excited about your product as you are. You see it as a hero, and your customer sees it as a change, and change is difficult.

In the early stage, they look for quality, price, utility, and every little thing; in the latter stage, they look for a logo.

When Nike started, they talked about good-quality shoes; now they talk about the phenomenon of athleticism. If, at an early stage, you are not cognitively appealing, forget about later emotional appeal.