no more brand loyalty

BLAME THE BUSINESS, NOT THE CUSTOMERS – 3 OBSERVATIONS There is so much talk these days about the demise of brand loyalty. There are those who seem to think that brand loyalty is a nothing but a distant memory – often blaming this phenomenon on increased price consciousness. The fact that brand loyalty has diminished […]

BLAME THE BUSINESS, NOT THE CUSTOMERS – 3 OBSERVATIONS There is so much talk these days about the demise of brand loyalty. There are those who seem to think that brand loyalty is a nothing but a distant memory – often blaming this phenomenon on increased price consciousness. The fact that brand loyalty has diminished is well established. While a large proportion of markets remain brand loyal, at least in selected product categories, research has shown a decline in brand loyalty over recent years. At the same time, businesses have reported increased price sensitivity. While a correlation seems to exist here, I would caution against the jumping to the conclusion that causation has been established. I would argue that businesses are far more responsible for the decline in brand loyalty than consumers. I would also argue that they are more responsible for increases in price sensitivity than the economy is.…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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