{
  "slug": "why-the-brand-name-helped-customers-choose",
  "version": 1,
  "layout": "comparison",
  "nodes": [
    {
      "id": "n1",
      "type": "zone",
      "label": "Generic Goods",
      "x": 54,
      "y": 96,
      "w": 155,
      "h": 155,
      "detail": "no name"
    },
    {
      "id": "n2",
      "type": "divider",
      "label": "→",
      "x": 265,
      "y": 112,
      "w": 24,
      "h": 140
    },
    {
      "id": "n3",
      "type": "badge",
      "label": "Brand Name",
      "x": 324,
      "y": 108,
      "w": 155,
      "h": 155,
      "detail": "trusted mark"
    },
    {
      "id": "n4",
      "type": "person",
      "label": "Customer",
      "x": 332,
      "y": 287,
      "w": 78,
      "h": 78,
      "detail": "chooses confidently"
    }
  ],
  "relationships": [
    {
      "from": "n1",
      "to": "n2",
      "label": "named becomes"
    },
    {
      "from": "n3",
      "to": "n4",
      "label": "guides"
    }
  ],
  "summary": "Branding a generic good with a consistent name lets a customer recall past quality and choose again.",
  "mechanism": "name-as-quality-memory",
  "fig": "FIG. / THE NAME THAT CARRIED A MEMORY",
  "animation": {
    "style": "reveal",
    "duration": 600,
    "stagger": 60
  },
  "presentation": {
    "style": "vignette",
    "hero": "n3",
    "support": [
      "n4"
    ],
    "icon": "badge",
    "label": "Brand Name",
    "tilt": 0
  },
  "illustration": {
    "concept": "Row of plain unlabelled product boxes on shelf beside one prominently branded box; customer pointing finger selects the brand",
    "paths": [
      {
        "d": "M 50,230 L 550,230",
        "fill": "none",
        "weight": 3,
        "motion": "still"
      },
      {
        "d": "M 50,305 L 550,305",
        "fill": "none",
        "weight": 2,
        "motion": "still"
      },
      {
        "d": "M 50,230 L 550,230 Q 550,230 550,230 L 550,305 Q 550,305 550,305 L 50,305 Q 50,305 50,305 L 50,230 Q 50,230 50,230 Z",
        "fill": "paper",
        "weight": 4,
        "motion": "still"
      },
      {
        "d": "M 66,148 L 130,148 Q 134,148 134,152 L 134,226 Q 134,230 130,230 L 66,230 Q 62,230 62,226 L 62,152 Q 62,148 66,148 Z",
        "fill": "paper",
        "weight": 4,
        "motion": "still"
      },
      {
        "d": "M 156,148 L 220,148 Q 224,148 224,152 L 224,226 Q 224,230 220,230 L 156,230 Q 152,230 152,226 L 152,152 Q 152,148 156,148 Z",
        "fill": "paper",
        "weight": 4,
        "motion": "still"
      },
      {
        "d": "M 246,148 L 310,148 Q 314,148 314,152 L 314,226 Q 314,230 310,230 L 246,230 Q 242,230 242,226 L 242,152 Q 242,148 246,148 Z",
        "fill": "paper",
        "weight": 4,
        "motion": "still"
      },
      {
        "d": "M 336,148 L 400,148 Q 404,148 404,152 L 404,226 Q 404,230 400,230 L 336,230 Q 332,230 332,226 L 332,152 Q 332,148 336,148 Z",
        "fill": "paper",
        "weight": 4,
        "motion": "still"
      },
      {
        "d": "M 426,148 L 490,148 Q 494,148 494,152 L 494,226 Q 494,230 490,230 L 426,230 Q 422,230 422,226 L 422,152 Q 422,148 426,148 Z",
        "fill": "paper",
        "weight": 4,
        "motion": "still"
      },
      {
        "d": "M 72,195 L 122,195",
        "fill": "none",
        "weight": 2,
        "motion": "still"
      },
      {
        "d": "M 72,210 L 112,210",
        "fill": "none",
        "weight": 2,
        "motion": "still"
      },
      {
        "d": "M 162,195 L 212,195",
        "fill": "none",
        "weight": 2,
        "motion": "still"
      },
      {
        "d": "M 162,210 L 202,210",
        "fill": "none",
        "weight": 2,
        "motion": "still"
      },
      {
        "d": "M 252,195 L 302,195",
        "fill": "none",
        "weight": 2,
        "motion": "still"
      },
      {
        "d": "M 252,210 L 292,210",
        "fill": "none",
        "weight": 2,
        "motion": "still"
      },
      {
        "d": "M 342,195 L 392,195",
        "fill": "none",
        "weight": 2,
        "motion": "still"
      },
      {
        "d": "M 342,210 L 382,210",
        "fill": "none",
        "weight": 2,
        "motion": "still"
      },
      {
        "d": "M 430,138 L 538,138 Q 543,138 543,143 L 543,225 Q 543,230 538,230 L 430,230 Q 425,230 425,225 L 425,143 Q 425,138 430,138 Z",
        "fill": "paper",
        "weight": 4,
        "motion": "still"
      },
      {
        "d": "M 430,138 L 538,138 Q 543,138 543,143 L 543,225 Q 543,230 538,230 L 430,230 Q 425,230 425,225 L 425,143 Q 425,138 430,138 Z",
        "fill": "none",
        "weight": 4,
        "motion": "still"
      },
      {
        "d": "M 445,175 C 460,158 510,158 525,175 C 510,192 460,192 445,175 Z",
        "fill": "none",
        "weight": 3,
        "motion": "pulse"
      },
      {
        "d": "M 484,159 C 492.8368,159 500,166.1632 500,175 C 500,183.8368 492.8368,191 484,191 C 475.1632,191 468,183.8368 468,175 C 468,166.1632 475.1632,159 484,159 Z",
        "fill": "none",
        "weight": 2.5,
        "motion": "still"
      },
      {
        "d": "M 484,340 L 484,238",
        "fill": "none",
        "weight": 3,
        "motion": "still"
      },
      {
        "d": "M 484,340 L 468,318 M 484,340 L 500,318",
        "fill": "none",
        "weight": 2.5,
        "motion": "still"
      },
      {
        "d": "M 484,248 L 484,234 M 488.0,244.0 L 484,234 L 480.0,244.0",
        "fill": "none",
        "weight": 4,
        "motion": "draw"
      }
    ]
  }
}