Zero thought means a brand 's a habit

A light bulb changing incident at home leads to a change in switches for the new bulb to be put on. The problem is, my hand almost always reaches for the older switch. After putting the old switch on, I realise the change that's happened. Tell you what, the change happened a few months ago and yet my hands don't reach for the new switch. It invariably goes back to the old one.

Habit. That's why.

Habitual actions involve minimal thinking. The act 's almost automatic. Like I've said before, breaking such habits is a gargantuan task. Brands that try and do that, face what's akin to an uphill climb.

But what about brands that are part of habit? Such brands, I believe are secure. Their security comes from being part of consumer habit. Like for example, my picking the morning edition of Times of India (newspaper) at my doorstep. Or Nandhini milk packets left by the milkman in a tray outside, every morning. In fact, at home, if we open the door and don't see our morning ToI, or the milk, its bothersome. Its out of the normal and so not welcome.

Brands that can worm their way into consumer habits will be purchased or consumed without too much of thought. What's funny is, it isn't buying that calls for thinking. Instead, its the possibility of non-availability of the brand for purchase or consumption that calls for thought.

Bothersome thought.



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