THE CONSIDERATION ILLUSION: BRANDS COMPETE FOR ELIGIBILITY, NOT PREFERENCE

Summary from the TLDR Marketing newsletter

Consumers don't choose between brands as much as they eliminate them. Long before comparison, buyers filter options based on recall, credibility, or safety, leaving only a few eligible brands to compete. Most marketing focuses too late on persuasion within this narrow set, which drives rising costs and stalled growth. Real advantage comes earlier by shaping eligibility and triggering reconsideration, not just optimizing conversion.