The Power of Evoked Set: How Twitter Became a Memorable Brand

The Power of Evoked Set: How Twitter Became a Memorable Brand

In today's competitive market, standing out and being remembered by consumers is crucial for the survival of a brand. This is where the concept of Evoked Set comes into play. Evoked Set refers to the collection of favorable options that come to mind when a person considers making a purchase. In an era where differentiating physical products and services has become increasingly difficult, the determining factor for consumer choice and loyalty lies in being the brand that is remembered first.

The strength of being the first brand to come to mind is undeniable. The concept of Evoked Set is defined as a subset of brands that consumers are aware of within a specific product category, and that they consider when making a purchase. According to Miller's research, humans can accurately rank stimuli in order up to a range of 5 to 9 options. Therefore, being part of the Evoked Set is not enough; being the first choice within that set is what gives a brand a competitive advantage.

The phenomenon known as the "Double Jeopardy" law states that brands with high market share tend to have a larger customer base. These customers exhibit both behavioral and attitudinal loyalty towards the brand. For market leaders, strategies that reduce the number of brands in the Evoked Set prove effective. Brands like Kewpie, for instance, employ this tactic by minimizing the number of brands that enter consumers' minds through their marketing efforts and maintaining their position as the first choice.

It is worth noting that consumers often make their purchasing decisions before even stepping foot into a store. The Zero Moment of Truth (ZMOT) concept highlights that consumers already have a clear idea of what they want to buy before physically entering a store. Therefore, the battle for a spot in the Evoked Set and the first choice position in consumers' minds is often fought before they reach the store.

Examining the history of Twitter provides valuable insights into the power of Evoked Set. Twitter's journey began as a side project within Odeo, a platform for podcasting. During company hackathons, Jack Dorsey, Biz Stone, and Noah Glass presented the idea of a platform where users could send text messages to one number, which would then be broadcasted to all their friends. This simple yet innovative concept, originally named Twttr, quickly gained traction and became Twitter.

Evan Williams, the co-founder of Odeo, initially had doubts about Twitter's potential. However, he entrusted Noah Glass with the project and acknowledged his passion for Twitter. Glass played a crucial role in the early days of Twitter, and many believe that he was instrumental in its success. Unfortunately, co-founder conflicts and clashes in personality led to Glass being pushed out of the company. This decision highlights the importance of managing team dynamics and resolving conflicts effectively, as co-founder conflicts can be detrimental to a startup.