Human beings are, generally speaking, creatures of habit. Routines and familiarity are comforting - they help people manage the hectic pace of today’s lifestyle. Habits can be beneficial even to marketers, who use habit to help predict where and how to reach people with their messages.

But sometimes habit begets complacency. Sticking to a routine often precludes trying new things, so consumers are less likely to diverge from the tried and true. Complacency is one of marketing’s biggest obstacles, particularly for a challenger brand. Is it reasonable to expect a consumer to try a new product or service when it involves changing daily routine? A brand’s promise is put to the test when it asks people to reset their habits. In consumers’ minds, change puts a drag on their day. Some changes are low-drag, and some are high-drag. (more…)