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The big mistake made by brands

Andrew Brent

Brands craft complex commercial plans that rarely seem to come to fruition. Why? Because consumer purchases are born from habit.

Trying to win all the purchases in a category is extremely difficult, and can become expensive very quickly. What brands don’t realize, is consumers choose a very small number brands by habit and tend to screen out others. Andy Brent, author of the Growth Director’s Secret spoke to Phil Anderton, former Global Brand Manager of Coca-Cola about his experiences. It forms a part of the Growth Paradox Diaries series.