Is brand loyalty dead?
One of the interesting findings in the IBM survey of CMOs ( here is is my take on the overall report) is that companies are unprepared to deal with “decreasing brand loyalty.”
They’re asking the wrong question.
- Were travelers loyal to Wells Fargo?
- Were households loyal to Ma Bell?
- Were airline passengers loyal to Pan Am?
Customers don’t have less brand loyalty today. We have more choices.
People are fiercely loyal to companies that don’t suck. Apple isn’t the only computer maker, phone maker, or music maker. Zappos isn’t the cheapest place to buy shoes. And Disney isn’t really the happiest place on earth.
What are you doing to earn customer loyalty?
Photo by MoneyBlogNewz (Flickr).