Subconsciously for a lot of people changing the brand they use for an item feels like a risk

Think about it if you use the same brand for years to get a particular job done then you start to trust it

You know that when you pay money for something that you know will work and that is unlikely to go wrong

However, these customers even know that the brand they use might not be the best, they just don’t want to take the risk to change brands

The new challenger brand might have mountains of data about how it is ‘better’ across the board but the average customer still won’t switch  

The risks in their mind of something going wrong are too great and to them outweigh the rewards of changing product or service

In this situation the marketers job is to de-risk making the switch through the marketing so that customers feel safe with the new brand

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