May 06, 2008


When a product, brand or channel is in "isolation mode", it is likely that customers want to stay in that condition --- they want to remain loyal only to that product, brand or channel.

This is when we, as marketers, want to force some type of behavior. We want the drive-through customer to purchase a hamburger in the store. We want the retail buyer to try the website. We want the online subscriber to purchase the paper-based magazine. We want the social media shopper to purchase with a catalog in her hand.

It is expensive and largely unsatisfying to force customers to do what you want them to do. A product, brand or channel that is deeply entrenched in "isolation mode" is one that is resistant to force.