How to Make Your Brand A Necessity In Daily Life

In the late 90s, a public health worker named Steven Luby from Nebraska embarked on a mission to Karachi, Pakistan, one of the most densely populated cities in the world.

In the late 90s, a public health worker named Steven Luby from Nebraska embarked on a mission to Karachi, Pakistan, one of the most densely populated cities in the world. Over 60% of the city’s population was living in unsanitary conditions, contributing to the rapid spread of diseases. Luby and his team identified handwashing as a significant factor in disease prevention but realized that the habit was lacking due to an unenjoyable experience. Let’s dive into the fascinating story of how marketing strategies, particularly the use of Safeguard soap, influenced positive habits and transformed the health of children in the area.

The Power of Positive Experience:

The key to creating lasting habits lies in the experience associated with the behavior. Even though people knew the importance of handwashing, the lack of a positive experience hindered the development of the habit. This phenomenon extends beyond handwashing; it influences various choices we make daily, from selecting brands to hiring service providers. Businesses in all verticals understand that a positive customer experience is the key to building loyalty and attracting new clients.

The Karachi Experiment:

To tackle the handwashing issue in Karachi, Steven Luby's team joined forces with Procter & Gamble to supply the slum areas with Safeguard soap. Unlike traditional soaps, Safeguard offered a more enjoyable experience due to its luxurious lather and sensory appeal. Luby's focus groups revealed that participants loved the feeling of using Safeguard, which was considered a luxury soap at the time. This positive experience dramatically influenced the adoption of handwashing habits in the community.

Marketing Beyond Products:

The success of Safeguard in Karachi highlights the importance of crafting marketing strategies that go beyond promoting products' features. It's about creating experiences that resonate with the target audience. Whether it's toothpaste or high-tech gadgets, a positive sensory experience can be a powerful differentiator in a competitive market. Innovative ingredients, appealing scents, and stylish packaging are just some ways brands can enhance their products' desirability.

Perception Matters:

Consumer psychology plays a crucial role in shaping perceptions and influencing choices. Brand perception goes beyond the product's actual quality, as demonstrated by the examples of Apple, Restoration Hardware, and Tesla. Consumers often make decisions based on how they want others to perceive them. Understanding and leveraging these perceptions can drive brand loyalty and advocacy.

Creating the Ideal Environment:

Our environment plays a significant role in shaping our habits and behaviors. Imagine having a comfortable reading chair that you love sitting in—it's more likely to encourage you to read than a less appealing chair. Marketing can tap into this aspect by creating environments or associating their products with particular lifestyles that consumers desire. This approach motivates customers to engage with the brand on a deeper level.

The Impact on Health:

The impact of positive experiences extends far beyond purchasing decisions. As seen in the Karachi experiment, the positive sensory experience of Safeguard soap led to a significant improvement in public health. Disease rates dropped significantly, showcasing the power of marketing in shaping positive habits for a healthier society.


The story of Safeguard soap in Karachi serves as a powerful reminder of how marketing can influence positive habits and behaviors. By providing enjoyable experiences, brands can connect with their target audience on a deeper level, leading to brand loyalty and advocacy. Understanding consumer psychology and leveraging perceptions can further enhance a brand's positioning in the market. As brand-builders, it's essential to recognize the influence we have in shaping not just purchase decisions, but also creating a better and healthier world through positive habits.

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