Brands and marketers spend a lot of time and money with “new and exciting” initiatives based purely on trends that are influencing their consumers. But what they should be doing is improving their existing products and marketing efforts based on consumer habits.
As consumers, we are programmed to intuitively select the products and brands we need based on what looks familiar (e.g., the easiest decision to make). And as marketers, “the goal is to make consumers repeat their purchases by matching the value proposition to their needs.” Consumers don’t want to spend the mental energy when shopping (online or in-store for that matter), so why make them?
The solution for brands lies within understanding the habits of their consumers, and evolving or improving upon them based on what their brains are programmed to be looking for. And unless consumers are absolutely screaming for a change, and the return is solid for your business, then making a dramatic change is no bueno.
Brands like Coke, Tropicana, GAP, and many more have undergone redesigns in some capacity over the years. Consumers didn’t demand it. They weren’t educated on the change, nor provided a real rationale. The result was backlash, and even a decline in sales, which pushed the brands to quickly go back to the original. A lot of time and money lost. However, sometimes it pays off (only if the demand is there), but often times it doesn’t.
There are more examples and insights we could share, but we simply don’t have the time, nor blog post space to do so. That said, we want to leave you with this very simple message: If it ain’t broke, don’t fix it. And if you decide to fix it, make sure you do it in a way that doesn’t disrupt the habits of your consumers.
