Reads

When we think of brand loyalty, we all feel relatively comfortable we know what is meant by the term: consumers are more likely to choose one brand over another, to pay more for it, and to even be an advocate of the brand, telling their friends and family to try it.

This kind of thinking puts the brand at the centre of the equation, and presumes a form of marketing where we “target” our consumer and persuade them to buy the brand. We already know that this model of one-way dialogue is becoming increasingly less relevant as new technologies and communication methods mean our consumers now demand two-way communication, that is, they want a conversation. To begin with, we need to put the consumer at the centre of the equation, not the brand. Instead of using a battle based metaphor of “target” we need to move to a more collaborative metaphor, and help consumers have a “relationship” with our brands.

Never has this been more relevant than now. Loyal consumers are essential to maintaining a healthy brand. But are our brands living up to their side of the relationship, and behaving in a way that merits loyalty? If unsure of the answer, consider this: would we remain loyal to a friend who suddenly went cold on us, and didn’t call, or didn’t write? Or would we find new friends and move on?

This is not to say in difficult financial times a brand must keep doing what it has always done. Indeed, now is a prime opportunity to interrogate the communications mix and ensure it is structured to maximum efficiency.

But what a brand must not do is disappear of the radar completely. Remembering this is a two way relationship between consumer and brand, the brand must treat its loyal consumers with the respect they deserve. We all know times are tough, and most consumers will understand this and accept the change in communication tactics of a brand. But what they won’t accept is being ignored. A brand that deserts its loyal consumers when the chips are down is unlikely to win them back when times improve. But those brands that are down in the trenches with consumers are far more likely to forge a bond with them that will survive well into the future, come rain or shine.

Amy Campion
Is a planner par excellence and one of the nicest people that the universe ever produced. Period.

For rants and raves please click here.