Marketing Intelligence by Iain Johnston

I remember from my business school days coming across the psychological phenomenon of altercasting. Twenty years on, a quick wiki search reminds me that altercasting is the process whereby the behavior of one person can cast another in a particular role. If I behave aggressively towards you, you will probably respond with defensiveness or aggression back, but rarely will you remain in your previous state.

I previously referred to the wonderful attitude of Virgin Trains staff who “cast” me as a positive, open minded, optimistic traveler, happy to share the trials and tribulations of train travel with Virgin’s hard working and cheerful, extremely well trained staff.

A strong brand which really stands for something can have real power over consumer reactions to it, and drive amazing commercial results. Two decades ago (gulp, feeling really old) I can remember as a strategy consultant looking at the market for chilled ready meals.

We found that consumers in two different major retailers reacted very differently to the same situation (chilled food shelf empty at lunchtime):

Tesco: “oh for goodness sake, why can’t they keep their shelves filled, those staff over there, what are they doing standing around?  I’m not coming here again…”

Marks & Spencer: “silly me, I know all M&S food is really fresh every day, I should have been here earlier. Never mind, will plan to change my schedule to get here earlier tomorrow….”

Back in the late 1980s, which brand would you have wanted to be managing?

What about now? Hmm…