Mythbuster: 'Low interest' categories

This article argues that people approach almost all purchases with low interest, so the task for marketing is to make any category interesting.

Mythbuster: 'Low interest' categories

Les Binet and Sarah Carteradam&eveDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea of 'low interest' categories.

We had a briefing for a new campaign the other day. It was for a financial product, and it started with an explanation of how it worked. The briefing concluded with 'this is, of course, a very low interest category'.

This is a familiar phrase to any of us who work on finance brands or utilities – the classic 'low interest' categories. And it...

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