A staple of our "must attend" calendar each May, Brandworks University kicked off its 2014 run yesterday in Madison with a fascinating dive into the world of habit. As much as 95% of our daily choices are a function of habit. But, just because a habit exists doesn't mean it can't be transformed.
One of the most challenging concepts to emerge from Day One of this sensationally impactful conference came from Monitor Deloitte's Bob Lurie who suggested that marketers investing huge sums to secure awareness and consideration of their product/experience are missing the point. Those efforts mean absolutely nothing to our existing customers.
If we're not consistently offering cues to existing customers that force recall of a habitual enjoyment of our product, we risk them lapsing and being ensnared by the awareness efforts of others. Just because they loved us once doesn't mean they'll love us forever.
The line that resonated most with our group at dinner..."The brand must be freshley consistent...not consistently fresh."
Can't wait for Day Two to begin.
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