BRANDcraft SUCCESS FACTORS

“As far as we can discern, the sole purpose of human existence is to kindle a light in the darkness of mere being ”: Carl Jung

Changing behaviour

There are many myths about the causes of behaviour change and even insights from qualitative and quantitative research can be illusory.


The relationship between customers’ attitudes and their behaviour is complex.  It is often assumed that when a person’s attitude changes then a change in their behaviour follows.  Much research in psychology has been conducted into this area and has found that this is not usually the case.  Two, sometimes conflicting, theories (Cognitive Dissonance Theory and Self-Perception Theory) attempt to explain why this happens, both based on the observation that change in behaviour leads to changes in attitude, not the other way round.


So how do we bring about change?  What are the “nudges” necessary to cause someone to change their buying or prescribing habits?


We need to consider and create the conditions necessary for change; we have to consider what factors are causal and not just associated with change and we will need to be wary of hidden assumptions that are being made by customers and ourselves.


When we can measure change and know what causes it we can influence it.

Making the impossible happen

Changing Behaviour

The Brand

The impossibleBehaviourBrand

Crafting the brand to create an emotional and motivational appeal

We need to create the right conditions for change then press the right buttons

The impossible is not always impossible, it can just seem that way