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 […]

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 need brand loyalty to get through their shopping quickly and efficiently. It is in many respects easier to be brand loyal than otherwise. That said people who are loyal to a bad habit (a competitor brand) because it is more convenient are the most likely to change if change is easy. Breaking a bad habit cost efficiently involves: Communicating the reasons for change. Reinforcing the benefits of change. Making change as easy as possible. Consumers are less likely to change a bad habit to a good one – unless they know why they…