Covid is changing our lives. More importantly, it is in the process of drastically changing our habits. And that is incredibly important for us marketers.
Think about that for a moment. What is marketing really? It is the art and science of forming habits. I’m thirsty and I don’t want a drink, I want a Coke. Or a Pepsi. Or whatever I’m in the habit of when quenching my thirst. The more powerful the habit, the more powerful the brand.
Why does a habit make a brand so powerful? Because once established, habits are really difficult to change. It’s like a castle with well-built defences: in order to conquer it you need ten times as many attackers as there are defenders. Build a proper castle and for a long time you’ll need to spend a fraction defending it from what your competitors have to spend to assault it.
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