opportunity 124 of 150 Research undertaken in the 1960s, and replicated many times since, identified three sources of customers for most products, brands and businesses. These were: Advertising History Others Researchers found that advertising was the most important source of enquiry for most consumer businesses. It found that past history in life was the second […]

opportunity 124 of 150 Research undertaken in the 1960s, and replicated many times since, identified three sources of customers for most products, brands and businesses. These were: Advertising History Others Researchers found that advertising was the most important source of enquiry for most consumer businesses. It found that past history in life was the second most important factor, and what others might say about a product was the least important factor. A more recent study found something very different. The importance of these three drivers of business had changed radically, as follows: Others History Advertising In 2017, what others say is the most important driver of business for consumer products, brands and businesses. History is still in second place – although, more important than ever, with advertising now well behind in third place. Reasons for this change include: Increased scepticism regarding advertising messages Increasing difficulty with regard to advertising cutting…