BackCHANGING 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 ...
WHY CANT I BREAK THROUGH?
CHANGING HABITS – OR BRAND PREFERENCE – CAN REQUIRE BREAKING THROUGH PARALYSIS Sometimes brand loyalty – commitment to a habit – is based on a sincere love of the brand and a well thought through commitment to that brand. Other times brand loyalty is just a matter of convenience! As noted in a previous article effective people ...
DO YOU HAVE ENOUGH ENEMIES?
STAND FOR SOMETHING AND MAKE SOME ENEMIES The best brands stand for something – they have values that their primary target markets relate to. According to Tim Cook, the Apple values include; We're on the face of the Earth to make great products. We deliver simple, not the complex. We own and control the primary technologies behind ...
SOME CUSTOMER ARE EASIER AND MORE PRODUCTIVE THAN OTHERS
LEVERAGING CUSTOMER TYPES CAN BE VERY EFFECTIVE IN BREAKING BAD HABITS Even within your target market it is highly likely that the level of homogeneity is lower than many might think. There are a number of ways that individuals in a target market can differ. Understanding and leveraging these differences can be very useful in replacing bad ...
CAN YOU CHANGE MY BAD HABIT?
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 ...
