by Bob Hoffman (@adcontrarian), San Francisco BayThere is very little difference between your customer and your competitor’s customer.
And get ready for a shock. To them there is very little difference between you and your competitor.
Most consumers are oblivious to the positioning subtleties among major brands. The average consumer has no idea why Coke is different from Pepsi, or Crest is different from Colgate. They see no difference between Jif and Skippy. They are unimpressed and uninformed about the arcane positioning distinctions between Bounty and Brawny paper towels.
Most of their purchasing habits are just that — habits. Interpreting their behavior as some sort of ideological commitment to your brand is a delusion.