Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Lesson One: People Renew the Way They Are Acquired

This “law of marketing” happens about 98 percent of the time. So you do want to pay attention to this most human of human behaviors.

If you liked that first Big Mac, chances are you will have another and another, assuming they are consistent in look, taste, and, yes, even feel. The fast-food industry is a prime example of this customer axiom. Customers return because they have the same eating experience every single time.

However, the auto industry has not always paid attention to this rule. Practically every car manufacturer has had new car dreams dashed by altering the original design that brought the customer in the door in the first place. Some readers will remember the original Ford Thunderbird. ...