A few months ago I picked up "The Power of Habit" by Charles Duhigg following several rave reviews from friends, coworkers and the Internet at large. A powerful piece of non-fiction, "The Power of Habit" explores how people form and utilize habits, and how brands, manufacturers, CEOs and coaches can take advantage of such a deeply ingrained human process. Duhigg compellingly explains what exactly a habbit is (cue > routine > reward), how they are formed (repetition), and why they developed as part of our psyche (to conserve brain power by allowing our selves to go on autopilot), then conducts various qualitative case studies on how habits can be used to their fullest potential across a variety of industries. As a marketing enthusiast, I was most interested in how brands have been able to identify and convert their target markets into salivating canines using this fundamental understanding of a brain process.
My favorite case study was done on the brand "Pepsodent" - a toothpaste invented in the early 20th century. At this particular moment in history, Americans were not brushing their teeth. Dental hygene left much to be desired and loose, missing, or tartar stained teeth were the norm. Toothpaste was not a new invention, but it was far from a household staple. It took an advertising executive, Claude C. Hopkins (think the Don Draper of his day) to create a national habit. In order to sell his toothpaste, Hopkins knew intuitively that he needed to identify a cue that would spark toothpaste use. He ran an ad that compelled his audience to run their tongue over their teeth, feel the film, and then brush with Pepsodent to remove the film and brighten their smiles. Three weeks later Pepsodent had sold out of its stock and three years later brushing your teeth was a daily ritual across America. It was as simple as identifying a cue (the film), suggesting a routine (brushing your teeth) and offering a reward (a brighter smile).
That simple story blew my tiny mind. Something as minor as a compelling ad campaign completely changed hygene world wide. It made me wonder which other brands had discovered (either purposely or accidentally) this marketing formula, so I thought about some of my own favorite brands and came up with a short list of products that are controlling your life without you even noticing:
Herbal Essence (or really, any shampoo brand)
Cue: either greasy hair or the simple act of showering.
Routine: washing with herbal essences.
Reward: Great smelling hair.
Budweiser (or really, any modern beer brand)
Cue: Hanging out with friends (according to most of their ads).
Routine: Drinking a cold, refreshing budweiser beer.
Reward: Having a good time and enjoying a buzz.
Bounty Paper Towels (or really, any paper towel brand)
Cue: A spill or mess.
Routine: Grabbing a square of Bounty to wipe it up.
Reward: A clean house and more free time since Bounty paper towels are so strong and efficient.
I could continue the list, but I think you can deduce that nearly all brands we know and use every day have created and instilled a habit routine within their consumer base. The next time you choose a particular brand over another one (maybe you always use Dove soap, maybe you only get gas at Mobil, maybe you're a Mac user) pay attention to what made you choose that brand in the first place, and what keeps you coming back. The answer may surprise you.
I highly recommend "The Power of Habit" to anyone looking to gain some self awareness. It's written well, it reads like a series of interesting stories and it inspires both interal and external analysis. For me, the act of reading this book can be explained using the habit loop!
Cue: Desire to learn more about the human mind and consumerism.
Routine: Does research and selects book to read.
Reward: A deeper understanding of myself and the world around me.
What are some of your habits?