Branding

Don’t aim for loyalty

Customers do not care

Photo by Florencia Potter on Unsplash

Customers are never loyal to brands. The loyalty changes and depends on different things. Most brand loyalty programs are inventive programs.

Marketing professor Bruce Mctague wrote about four types of brand loyalties.

1. Situational loyalty: my go-to brand in certain situations
2. Default loyalty: all things being equal its easier to default to this brand
3. Contextual loyalty: in this environment this is my brand
4. Life moment loyalty: it could be age, specific event, current life focus you have (running, career, social circle, relationship, etc) that for that moment, or some extended period, in time that brand is your “it” brand

Instead of running after creating loyal customers, businesses should to create high value. ( functional, emotional and aspirational) with each purchase.

Go deeper: shitting on idea of brand loyalty Link