The brand strategy toolkit: Behaviour change

One of the simplest and most popular theories about how motivation affects behaviour is the Fogg Behavior Model (FBM), which proposes that behaviour is a function of motivation, ability and prompting.

The relationship between behaviours and motivations is a little like the relationship between chickens and eggs: nobody is really sure which comes first, but it’s awfully difficult to form one without the other.

Behaviour follows motivation

For the first half of my career (so far), I thought the relationship between motivations and behaviours was fairly straightforward: brands work by identifying what motivates people and then exploiting those motivations to influence how we behave. Thi