It's not the marketing message that counts - it's disrupting people's habits

Professor of psychology and marketing says disrupting habits is what influences people’s purchasing decisions. Branding discussions often focus on positioning and market segments. If a brand is not selling as well as it could, the assumption is that it must not be reaching its target audience with the right message. And if the team could only develop the right message, the brand would take off.

News 10 years ago Unknown author

In most cases, though, positioning does not matter much. The Ehrenberg-Bass Institute has examined purchase data from various product categories. As explained in the institute director Byron Sharp’s book, brands in a product category differ in their market share, but the pattern of sales within each market segment is about the same. If brands really differed in their positioning, then different segments should have a different set of preferences for brands.

Read the full article at The Guardian.