Brand Loyalty?

The holy grail, the prime objective of billions of dollars of advertising, the  wall behind which many campaigns that have failed to generate incremental sales have hidden, Brand Loyalty. 

I cannot help but wonder if the label “Brand Loyalty” is sometimes just a metaphor for making the purchase choice easier. The environment we inhabit is now so absolutely over-run with messages information, and tactics to build “customer engagement”,  that we all must have a serious case of cogitative overload, weather we know it or not, so we need a mechanism to sort the options.

In this context I am reminded of the old “KISS” principal, Keep It Simple Stupid.

Apple is often cited as the greatest marketing machine we have ever seen, an accolade I am comfortable with, but perhaps there is another dimension. Rather than building brand loyalty, perhaps they have just so simplified the purchase decision in an environment that is psychologically threatening by the number of alternatives, and the techno-speak that most use as communication , that they  grab the sales almost by default.

Apple has successfully made buying a piece of tech few buyers understand simple, and attached a cache to that simplicity. This spoof makes the point, but mind the language.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
This entry was posted in Branding, Communication, Customers, Marketing and tagged , , , . Bookmark the permalink.

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