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Scoop.it!
Marketers always want to know how customers want to engage with brands. To better understand the shifting consumer-brand relationship, IBM conducted the 2014 IBM Consumer Products Study, which revealed some stunning revelations. “We found that brand loyalty is no longer a relevant measure,” the study says...
Jeff Domansky's insight:
Is brand loyalty still a relevant measure? IBM study is a huge surprise for marketers. 
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Scoop.it!
Why do you need a brand strategy? A brand strategy can take what people know and believe about your business to new levels. Active brand management takes a valuable asset that may now be largely underused, and turns it into a powerful competitive weapon. Regardless of how sophisticated your current approach to branding is, your business has a “brand” today, though you may have acquired it by default. Simply by being active in the marketplace, your business will have accrued a reputation, a level of fame, and a degree of notoriety (for better or worse) with your customers, and within your industry.A brand strategy will take all that value and put it to work in new ways....
Jeff Domansky's insight:
Good thoughts on how to extend your brand value.
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Brand loyalty is starting to fade, and brand enthusiasm is starting to enter into the consumer picture. Enthusiasm is starting to become a bigger driver to brand engagement than loyalty is.