It's not the marketing message that counts - it's disrupting people's habits

Professor of psychology and marketing says disrupting habits is what influences people’s purchasing decisionsBranding discussions often focus on positioning and market segments. If a brand is not selling as well as it could, the assumption is that it must not be reaching its target audience with the right message. And if the team could only develop the right message, the brand would take off.In most cases, though, positioning does not matter much. The Ehrenberg-Bass Institute has examined