Definition

Many of the things that marketing people think are important aren’t. Many of the ‘facts’ marketing people believe, particularly about brand buying, are incorrect. Furthermore, many marketers lack the deep knowledge necessary to ask the questions that will lead to new valuable insights.

Marketers, even senior marketing academics, like to say that there can be no laws concerned with marketing and consumer behaviour. The argument goes that consumers are far too individual and unpredictable.

Key Findings

• Despite containing much good, basic information, marketing textbooks are typically full of myths; the sort of myths that sap the effectiveness and productivity of marketing departments.

Best Practice

Change in perspective in Consumer Behaviour, from Old World View » New World View

• Attitude drives behaviour » Behaviour drives attitude
• Brand loyals and brand switchers » Loyal switchers
• Deeply committed buyers » Uncaring, cognitive misers
• High involvement and evaluation » Heuristics
• Rational, involved viewers » Emotional, distracted viewers

Change in perspective in Brand Performance, from Old World View » New World View

• Growth through targeting brand loyals » Growth through penetration
• Unpredictable, confusing brand metrics » Predictable, meaningful brand metrics
• Price promotions win new customers » Price promotions reach existing loyal customers
• Target marketing » Sophisticated mass marketing
• Brands competing on unique positions » All brands competing in an unsegmented market with all other brands in the category
• Differentiation » Distinctiveness

Change in perspective in Advertising, from Old World View » New World View

• Positioning » Mental Availability
• Message comprehension » Reach, being noticed and emotional response
• Unique selling propositions » Relevant associations
• Persuasion » Refreshing and building memory structures
• Teaching » Reaching
• Campaign bursts » Continuous presence