“Most of a brand’s customers think and care little about the brand, but the brand manager should care about these people because they represent most of the brand’s sales.” Professor Byron Sharp, How Brands Grow (Oxford University Press).
Even this customers who repeatedly buy from your brand most likely do so out of simple habit and the product delivering on their needs. Contrary to the moonshine widely peddled by many branding and advertising “experts”, it’s not because of some strong emotional bond.
When we exaggerated the role that the brand plays in people’s lives, it leads to self-important and phoney advertising. People are smart enough to realise this and know when they’re being patronised.
Back in high school there were people who were “heavy users” of sex. Remember them?
They often had one characteristic in common — they were promiscuous.
They didn’t just have lots of sex with one person. As we used to say, they “got around.”
The world of commerce is like that, too. Heavy users in a category tend to be promiscuous. They tend to try lots of different brands in a category. They get around.
In his book How Brands Grow, Prof. Byron Sharp gives a good example of this. Someone who is a heavy user in the fast food category might go to McDonald’s 4 out of 10 times; Subway 2.5 in 10; Wendy’s 1.5 in 10; Taco Bell 1 in 10…etc.