The Secret Driver of Loyalty

When you think about it, why is anyone loyal to any consumer brand? I mean, after all, there are SO MANY of them. Choices galore. Why commit? Why not just go “for the gusto” and be a brand gigolo?

It’s not like you can even tell a lot of them apart any more. Most consumer brands have superficial differences and scant advantages over other alternatives in their categories. With all that commoditization out there, why pay retail? Stack up the Groupons, rise early on Black Friday, or wait ’til the last minute on Christmas Eve, and let ‘er rip!

With a few notable exceptions, hardly any brand innovates anymore to make even a small attempt at differentiating their offerings. Line extensions, minor product variations, flankers…*YAWN*.

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