Friday, January 31, 2020

Are you available?

I would spend the majority of my time in increasing brand penetration rather than brand loyalty. I don’t believe that consumers are that “loyal” to a brand. Their “loyalty” is likely because of convenience and availability. It’s just easier to stick to the brand. And easy is hardly a good yardstick for loyalty. 

Consumers are promiscuous. They buy one brand often and occasionally buy many other brands for many different reasons. Your job as a marketer is to keep pushing your brand into the “occasionally purchase” set and onwards to the “frequently purchase” set. The more available (mentally and physically) you are, the easier it is to consider you.

Are they that loyal?

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