9. Behavioral Marketing[1]: Becoming Your Customer's Habit
Increasing competitive intensity seems to be one of the few constants in today's business environment. Customers are inundated with thousands of brands, many more thousands of advertising messages a day, and an ever-changing landscape of brick-and-mortar and electronic distribution channels. Creating a sustainable competitive advantage in this environment is increasingly difficult because everybody is fighting for the same piece of real estate—a position in the executive mind of customers. But as we have seen throughout this book, they are fighting the wrong fight on the wrong battlefield.
The real fight for customers is taking place in their unconscious, habitual minds. I call this ...
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