CHANGING BAD HABITS – BUYING FROM COMPETITORS – CAN BE AUGMENTED BY REFRAMING All products are a solution to a perceived problem. My problem is – I am hungry and the solution is a Mc Donald’s hamburger (perish the thought). All brands are purchased as the best or one of the best solutions to the […]

CHANGING BAD HABITS – BUYING FROM COMPETITORS – CAN BE AUGMENTED BY REFRAMING All products are a solution to a perceived problem. My problem is – I am hungry and the solution is a Mc Donald’s hamburger (perish the thought). All brands are purchased as the best or one of the best solutions to the problem. For whatever reason (and for those who can tell the difference) the Mc Donald’s hamburger is seen by purchasers as a better solution to hunger that a Burger King hamburger. Then one day, a competitor came along and redefined the problem for a profitable segment of the market. The problem now related to the need for a healthy and tasty experience where the taste and experience were more important than the convenience. Outlets like Grill’D began to pop up offering a product that addressed this redefined question and reframed the solution – de-emphasising convenience…