Your new post is loading...
Brand loyalty is more fickle than many marketers imagine it. Marketers often overestimate the role of consumer brands in consumers’ lives. In the world of FMCG, consumers are generally loyal to a repertoire of brands, not to a single brand.
This overinflated conception of brand loyalty can lead marketers to focus too much on current customers than on attracting new ones. In 2010, Byron Sharp rattled a lot of firmly held beliefs in marketing with his book, “How Things Grow”. He asserted that brand penetration is much more important than brand loyalty.
As Byron Sharp put it at an event last year, “We are loyal switchers. We don’t feel disloyal to Kellogg’s if we buy another cereal.”...
Tom Fishburne probes the fickle nature of brand loyalty.