Forcing Function Hour cover image

Leveraging Your Brand with Scott Norton

Forcing Function Hour

CHAPTER

The Role of Ritual in Food Brands

Chris Kensington is an investor and board member of mud water, a coffee alternative company. He says that the key to success in business is overcoming customer inertia. A lot of food products are part of hidden rituals such as eating breakfast or brushing your teeth before you go to work. This can help brands earn their place in people's lives if there isn't a set occasion for something,. he said.

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