Brand building Articles — Atticus Li

Atticus Li

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Brand building

Articles exploring brand building through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.

2 articles

brand distinctiveness Mar 28, 2026 8 min read

Brand Distinctiveness vs. Brand Differentiation: The Evidence-Based Approach

Understand the critical difference between brand distinctiveness and brand differentiation through the lens of behavioral science. Learn why recognition often matters more than preference in driving market growth.

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mere exposure effect Mar 28, 2026 9 min read

The Mere Exposure Effect in Brand Building: How Frequency Creates Preference

Discover how the mere exposure effect shapes brand preference through repeated contact. Learn the behavioral science behind why familiarity breeds liking and how to apply frequency strategically without crossing into diminishing returns.

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