Habit: The 95% of Behavior Marketers Ignore

The Physical Brand

A key component to a brand’s ability to help customers automate purchase and use is its physical attributes. The American Marketing Association’s definition of brand includes a name, term, design, or symbol that distinguishes products and services from competitive offerings.

Habits are created through repetition of behavior under stable conditions or contexts. Any stimuli associated with the context can become a cue that will trigger the behavior. The power of brands is that they can become the cue or the part of habitual behavior activated by a cue.

Intel faced an incredibly challenging marketing problem: how to leverage its favorable brand image when its main product was invisible to the customers who bought it. The Intel ...