To form a habit, customers must repeat three sets of behaviors: discovery, purchase, and use.
Discovery involves all the steps that a noncustomer goes through before making a purchase. How do customers find out about products in a given category? Does advertising affect them? If so, which media? Do they go to web sites? If so, which ones? Do they rely on friends or trusted sources? Do customers need to see or touch the product to buy it?
Properly positioning a brand into this discovery process is an important first step. Working with prospective customers’ existing search habits is a much more efficient use of advertising dollars. Also, matching the target market’s method of discovery helps the category neurons in the PFC position ...