The litmus test for success in the marketing discipline is one of changing behavior.

Buying your brand versus someone else's. Or deciding not to smoke, or to join the Peace Corps. The differences between the development of brand preference for the purchase of products and services and the changing of value systems to stimulate and subsequently reinforce new social mores and folkways (which lead to new ongoing behaviors) are issues of degree and scope, not kind.

The tools behind behavior change for the social good are more expansive on the one hand, but must be used more delicately on the other. Appeals to higher values for the social good and appeals to ego, vanity and style to purchase products/services may all be effective, when used appropriately and within the correct message and media format.

When you want to change behavior for customers, a community, or a targeted group of voters, call us.

Sincerely,

William J. Schroer
Principal