Preface
This paper is about an innovative application of NUDGE, designed to minimize the disruption caused to consumers, and thereby significantly improve chances of brand relaunch success. As a core concept, NUDGE is about creating a context of choice for people, designed in such a way as to encourage them to adopt a desired behavior.
With brand relaunches, success is determined by migration of our current brand buyers to our new brand. So, our application of NUDGE was about designing a context of choice, where existing brand buyers are allowed the choice to buy into the new brand. So, rather...