Mythbuster: Think less

Les Binet and Sarah Carter

In their regular column, Les Binet and Sarah Carterof DDB expose the myth behind a commonly held tenet of marketing wisdom.

Mythbuster: Think less

Les Binet and Sarah Carter

A few months ago, at a conference, we were approached by a marketer responsible for a huge global brand. She had a dilemma she wanted to discuss with us. What is the 'functional hierarchy' that consumers use when choosing a soft drink? For instance, do they start by deciding what size can they want, then decide on a flavour, and then choose a brand? Or do they do it in a different order? What other factors do they consider?

Grrr... why do marketing professionals talk like this about 'consumers'? They are just...

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