The human brain is designed to identify patterns in the environment that it can use to make everyday life easier and more predictable. We take the same route to work, watch the same TV programs, go to bed at the same time, etc. We create similar patterns of behavior with products. If we use a product frequently, new product innovations often can be overlooked. To attract attention and disrupt buying behavior, brand communications need to employ a pattern interrupt. That is, surprise the brain with a new, unexpected experience related to the product category.
A good use of the pattern interrupt technique is found in the K-Flex Titan brand campaign. To demonstrate an elevated level of durability, two CrossFit trainers put the new Titan insulation product to the test in a very compelling and unexpected way. Check out all our client case studies to see how The Bloodhound Group employs neuroscience-based techniques to fuel business success.