Personal recommendations open the door! According to a study made at Henley Centre, 90% trust their spouse when it comes to consumer products. 82% trust their friends and 69% trust their work colleagues.
Ads are not as strong when it comes to influencing people. Only 27% trust manufacturers/retailers. 14% trust advertisers and just 8% trust celebrities.
Brands become preferred after first being introduced by buddies (or by low price), and this is why companies like Australian Soup and Swedish Pronto are getting more work. They use "word of mouth" marketing, or buzz marketing, to help brands get fans. Very powerful. Very smart.