How Brand Utility Shields Facebook
Why do people remain loyal to a brand?
NEW THINKING
Why do people remain loyal to a brand?
Why do consumers keep brands in their lives?
Marketers love patterns. But repetition is not always the most reliable metric for brand loyalty.
Want to raid a few brand loyalists from the competition? Here’s how. Focus on the similarities between your product and theirs. If you want to keep your fans loyal, focus on how you are different.
There are some brands we are stuck on, others we’re stuck with. Brands we’re stuck on are those where we’ve developed a relationship out of our own free will (Apple, Starbucks, Zappos). Brands we’re stuck with are those where we’ve become trapped through contracts (phone carriers, cable companies), switching costs (banks, software) or incentives (airlines via their loyalty programs).