Do You Have Brand Capital?

When you’re standing in the pain reliever aisle of your local drugstore looking for something to get rid of the pounding headache you’ve had since before lunch, do you reach for the name brand stuff or the generic, significantly cheaper version of the name brand stuff? 

Generic drugs are required by the FDA to have the same effectiveness (dosage, active ingredients, strength, etc.) as their brand-name counterpart.   In other words, whether you purchase Tylenol or the CVS brand of acetaminophen, you should feel the same type of relief of your symptoms from either medicine. 

Why would anyone make the conscious decision to spend more of their hard-earned money to buy something they could have for much less, when they don’t have to?  

It's because our experiences with the brand and what we believe to be true about it, is what we consider above all else.