Can Brands command loyalty?

There isn’t a day when we don’t come across an article or news that amazes us. The changing world order continues to throw surprises every day.

Change has become so rampant, that now if things don't change, then that would surprise us.

Lifestyles, products, services, attitudes, approaches, relationships - everything is being redefined, and making people wonder if they can cope up with this moving train called change.

A recent survey that raised a lot of eyebrows, declared that less than two percent people believed in brand loyalty.

Since the birth of marketing, winning loyalty, and retaining customers has been the raison d'être of brands. Now with this survey suggesting no room for loyalty, it appears the rug has been pulled from under the feet of the brand custodians.

Two important changes have caused this scenario:

Choices

Today there is scarcely any category where customers are not spoilt for choices. While earlier there were few, now there are multiple options at their disposal, and the choices are widening. Becoming aware of this, they would like to draw up their prospective choices, and then make a prudent decision.

Lifestyle

While the matrix of choices is challenging enough, it is further complicated with the fast changing tastes, and styles of the customers. The impact of change has influenced people, their lives, their habits, their preferences.

With these two roulettes of choices and lifestyles spinning erratically, it is becoming increasingly difficult to predict where the dice will come to rest.

So do brands have a job on their hands.

Conventional tools are losing their edge, or becoming irrelevant. Consumers are as fickle as they can come, so brands are left with nothing, but value, to fight their battle.

This new scenario will change many ground rules, realities, and will reset the competition rule book. It will put some in the dock, and make some sail through.

It's time for brands to pull up their socks.