As one brand leaves its curiosity gap open for a particular consumer, another comparable brand is able to swoop in and fill the gap quickly thus acquiring the customer away from their competition. Over long periods this dissonance and operational thrash fracture both the customers’ contract and affinity with the brand.

Historically, the relationship between consumers and companies was more transactional and direct. You would seek out an item you needed in a store. You might be put on a mailing list and sent promotional catalogs or coupons every few months, but communication remained relatively sparse. Today, the age of passive consumerism seems to be over. The ex... See more

As modern consumer behaviour evolves, more and more solutions across their lifestyles are on-demand and flexible. Committing to a recurring purchase of a product that may not even work for you is starting to feel a little tired.

Once you pay your Costco or Sam’s Club annual fee, you are somewhat locked into shopping at that outlet. Shopping elsewhere would create the perception that you wasted your membership fee. Amazon.com has invested very heavily in becoming a sticky product. One-click checkout, Prime membership, subscriptions and the dash button are all attempts to ma

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