TO CHANGE A BAD HABIT AND CREATE A GOOD ONE YOU FIRST NEED ABSLOUTE CLARITY In a commercial environment the worst possible bad habit very often involves a potential customer buying a competitors product. The object of branding is of course, at least in large part, to eliminate a bad habit (buying a competitors product) […]

TO CHANGE A BAD HABIT AND CREATE A GOOD ONE YOU FIRST NEED ABSLOUTE CLARITY In a commercial environment the worst possible bad habit very often involves a potential customer buying a competitors product. The object of branding is of course, at least in large part, to eliminate a bad habit (buying a competitors product) and creating a good habit (buying your product. Marketing is after all – the business of behaviour management and habits are after all nothing more or less than ingrained behaviours – and they are behaviours that need to be managed. In many respects a marketer is a social psychologist. Just as a clinical psychologist changes the behaviour of an individual, and in so doing creating good habits – so the marketer aims to change the behaviour of groups of people (the target market) to create good habits. I would argue that the first step in…