For decades, the myth of brand growth requiring deep brand love & loyalty has been peddled by brand & research agencies.  However, the evidence suggests, much of the loyalty we see is, as Bob Hoffman says, “nothing more than habit, convenience, mild satisfaction, or ease of availability”.

Think about your own behaviours.  When you go out and buy a chocolate bar, loaf of bread, mobile phone or even a car, do you look at them with love in the same way our dog Zak here looks at me?

Or, in most categories, if the ones you thought of/wanted are not easily available (at a reasonable price), would you quite happily move on to the next pretty good alternative?

This Penetration led marketing perspective is often mis-understood and, as a result, met with resistance. Here are our responses to 2 common challenges…

1.ARE YOU SAYING THERE’S NO ROLE FOR EMOTION?
As Byron Sharp himself says “Emotion is a primary source of human motivation and exerts substantial influence on attention, memory, and behaviour”. In other words, “Emotion is the super glue to make memories stick. From a brand’s standpoint, what matters is not the emotional experience, but the memory associated later.” Prince Ghuman.
Emotion is important in marketing execution to generate attention and ultimately creating & retrieving memories.  But you do not need people falling deeply in love with your brand to buy you.

2. ARE YOU SAYING WE SHOULD ONLY SPEAK TO LIGHT BUYERS IN RESEARCH (e.g. Brand Health Tracking)?
Absolutely not. By all means, speak to the people who really like your brand, find out why they buy, what situations they buy for…these buyers have more knowledge & experience of your brand so can provide good clues for developing your marketing mix, to reach a broader group. The cautionary note is to avoid *only* listening to these buyers or significantly *overinflating* their representation in research, especially Brand Health Tracking.

Interested?

If your business is still hanging on to highly emotive based brand health KPIs, among tight target audiences, we suggest speaking to us…

Read this: https://lnkd.in/e7pMckHf
E-mail Rich: rich@bamboozled.co
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