Loyalty is dead - Long live relevance

Nothing like a bald/bold statement to get your attention, but here's a really thought-provoking article from the Harvard Business Review which all marketers should take note of. Conditioned as we are to observe and follow the traditional 4 Ps of Product, Price, Place, and Promotion, the article suggests replacing these with the 5 Ps of Purpose, Pride, Partnerships, Protection and Personalisation. The rationale is reinforced by Maslovian principles (remember Maslow's Hierarchy of Needs from college?) but made super-pertinent by today's ability (through data analytics) to predict consumer behaviours and personalise offers as a result. Really interesting stuff and worth a read. P.S. Thanks to Shelley Wood who posted this article earlier and brought it to my attention.