The Power of Evoked Sets and Prediction Markets in Branding and Governance


Hatched by Glasp

Sep 08, 2023

3 min read


The Power of Evoked Sets and Prediction Markets in Branding and Governance


In the world of branding, there is a concept called the evoked set, which refers to the brands that come to a consumer's mind when they have a need for a product or service. Being part of a consumer's evoked set is critical for brands, as it increases the chances of them being chosen by the consumer. On the other hand, in the realm of governance, prediction markets have emerged as a way to harness the wisdom of the crowd and make more informed decisions. In this article, we will explore the commonalities between evoked sets in branding and prediction markets in governance, and how they can both be utilized to achieve success.

The Power of Branding:

The evoked set is a highly individualized perception of brands, shaped by exposure, beliefs, personality, experience, and more. It is a crucial asset for brands, as it determines whether or not they will be considered by consumers when a need arises. While brands strive to be part of everyone's evoked set, it is important to note that this can be counterproductive. Instead, brands should focus on establishing themselves in the eyes of their target audience and building connections and trust. Brand advertising plays a significant role in avoiding being overlooked or becoming part of an inert set, where consumers feel no connection to the brand.

Creating Positive Experiences:

To elevate a brand and increase its chances of being part of a consumer's evoked set, strategies such as cause marketing can be employed. Committing to sustainability, for example, can be seen as a consequential move that resonates with consumers. Additionally, working with complementary brands can expedite the process of joining the ranks of the evoked set. By associating with established brands, a newer brand can gain credibility and exposure to the customers of those established brands.

The Role of Prediction Markets:

Prediction markets, on the other hand, combine the wisdom of crowds with the Efficient Capital Markets hypothesis. They serve as truth-seeking machines, forcing participants to focus on being correct rather than being liked or diplomatic. The concept of Futarchy, popularized by Robin Hanson, proposes a government run by prediction markets. In a Futarchy, citizens can democratically vote on the metrics to optimize for, while markets inform how to reach those goals. This allows for a more accurate estimation of the consequences of important decisions, ultimately leading to stronger governance and management.

Market for Truth-Telling Politicians:

In our current society, politicians often prioritize popularity over truth-telling. However, under a Futarchy, there would be a market for truth-telling politicians. This would incentivize politicians to provide accurate information and make reasonable arguments, ultimately benefiting society as a whole. By shifting the focus from the powerful to the truth-seekers, prediction markets have the potential to bring about positive change.

Considerations and Actionable Advice:

When implementing prediction markets, two major factors need to be considered: the cost of running and maintaining the markets, and the clarity of the markets and associated outcomes. It is important to ensure that the markets are accessible and transparent to all participants. Additionally, in the branding realm, brands should focus on creating positive experiences and building trust with their target audience. This can be achieved through strategies like cause marketing and partnerships with complementary brands.


Both evoked sets in branding and prediction markets in governance have the potential to drive success. By understanding the power of being part of a consumer's evoked set, brands can work towards establishing themselves as trusted choices. Similarly, prediction markets provide a platform for truth-seeking and informed decision-making in governance. By incorporating these concepts into their strategies, brands and governments can achieve long-term growth and positive change.

Hatch New Ideas with Glasp AI 🐣

Glasp AI allows you to hatch new ideas based on your curated content. Let's curate and create with Glasp AI :)