Brand Interceptors

Wayne Marks Hansa|GRC

I think the question is equally valid with customers and prospects. They say they intend to consider your brand or perhaps even buy it the next time they are in the market. But some don't. Perhaps many don't. What's going on? Are they lying when they complete surveys asking them about their intent around the brand? Or, are they truthful, but things change between the time they respond until when they actually are in the market?Possibly it's a little of both. Not that respondents necessarily lie, but perhaps they don't think through all the nuances of what they might do on a future occasion. And, indeed, there may be things that simply come up that respondents don't anticipate which may yet have a material e˜ect on what they end up doing. These factors of what gets in between what respondents say versus what they actually do are what we call brand interceptors.

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