What do diets and marketing have in common?

Have you ever felt like you wanted to lose some weight and jumped on the bandwagon of some new diet you’d heard about? You stick with it for a little while and then you realise that following a diet is tough and either stop altogether until you need to lose weight again or you jump onto the next new diet you’ve heard about. Well this Yo Yo effect is not exclusive to dieting – I see it happening all the time in marketing too.