Sunday, July 06, 2003

Shelf space builds mind space, and vice versa "Shelfspace and mindspace are linked and complementary. If a product has achieved considerable mindspace--if it is present and liked in many consumer minds--this in itself will be a powerful incentive for the distribution to stock it. On the other hand, shelfspace is a powerful generator of mindspace. Seeing a product regularly helps increase its presence in the consumer's mind, and improves its image by suggesting it is popular." Store Wars, Judith and Marcel Corstjens, John Wiley & Sons, 1995 Lesson: Every package on a shelf is an adverisement for itself. A walk down the supermarket aisle, for example, is the most intense adverising experience we encounter, with thousands of tiny billboard trying to get our attention.  And the normal unconscious thought is: this stuff must be popular/pretty good just to be here.  These are games smart oligopolies master. 10:14:02 PM

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