{"id":5746,"date":"2013-11-27T15:00:00","date_gmt":"2013-11-27T20:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=3555"},"modified":"2020-03-30T19:09:51","modified_gmt":"2020-03-30T23:09:51","slug":"forget-brand-loyalty","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/forget-brand-loyalty","title":{"rendered":"Forget brand loyalty"},"content":{"rendered":"<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3584\" alt=\"USA Pizza Hut\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/pizzahut1.jpg?resize=640%2C267\" width=\"640\" height=\"267\" \/><\/p>\n<p>There are dozens of marketing sub-genres. From inbound search to direct mail, even <a href=\"http:\/\/amzn.to\/17QavHY\">Permission Marketing<\/a> (coined by Seth Godin) is now on<a href=\"http:\/\/en.wikipedia.org\/wiki\/Category:Types_of_marketing\"> the unofficial Wikipedia list<\/a>.<\/p>\n<p>But something\u2019s missing in 2013 &#8212; I like to call it \u201cPrincipled Loyalty.\u201d<\/p>\n<p>Let me explain.<\/p>\n<p>Marketers have spent years and billions of resources asking \u201cHow do we build brand loyalty?\u201d After all, we understand the foot-in-the-door concept and know that making $5 more from an existing customer is easier than $1 from a new one.<\/p>\n<p>But with the advent of daily deals (Groupon, LivingSocial, etc) and moreover their astounding success, I can\u2019t help but wonder if we\u2019re missing the mark in our efforts to differentiate brands.<\/p>\n<p>So let principled loyalty be defined as a consumer\u2019s loyalty to a concept instead of a brand.<\/p>\n<p>Concepts include option clarity, convenience, and scarcity. Tactically this might mean \u201c50% off\u201d or \u201cduring lunch only,\u201d two common pieces of ammunition oft used by the slew of daily deals behemoths.<\/p>\n<p>Now for the fun part.<\/p>\n<p>If I loved pizza (and I do) in the 1990\u2019s (and I did) I\u2019d order from Pizza Hut. Their product aligns with my interests and prices are reasonable. If I have a coupon, even better, but ultimately I prefer their taste so that alone drives my Y2K purchase.<\/p>\n<p><strong>This is a marketer\u2019s dream \u2013 I was \u201cbrand loyal.\u201d<\/strong><\/p>\n<p>But what about today?<\/p>\n<p>If I want pizza in NYC I know a few new things, thanks to technology:<\/p>\n<ul>\n<li>Tons of choices (why settle for the place we always get?)<\/li>\n<li>Tons of daily deals (forget paying list price, baby!)<\/li>\n<li>Tons of trusted reviews (no need to go with my gut or store signage design appeal)<\/li>\n<\/ul>\n<p>Combine these and you\u2019ve got a former Pizza Hut soldier making meal decisions exclusively by principles \u2013 where am I, what food category am I eating, and which places (nearby) are offering a discount?<\/p>\n<p>What\u2019s interesting is that my general sentiment towards Pizza Hut hasn\u2019t changed \u2013 I love their product and am a big enough supporter to profess those interests publicly (hence this endorsement).<\/p>\n<p>But unlike the 90\u2019s when my next step was to pick up the phone and dial, my \u201cbrand loyalty\u201d that was so sought after by the marketers of yesteryear now does nothing for Pizza Hut\u2019s bottom line.<\/p>\n<p>So if you want brand loyalty, fine. Keep the status quo and do your commercials with the cheesy crust.<\/p>\n<p>But if you want more revenues, try something else.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There are dozens of marketing sub-genres. From inbound search to direct mail, even Permission Marketing (coined by Seth Godin) is now on the unofficial Wikipedia list. But something\u2019s missing in 2013 &#8212; I like to call it \u201cPrincipled Loyalty.\u201d Let me explain. Marketers have spent years and billions of resources asking \u201cHow do we build [&hellip;]<\/p>\n","protected":false},"author":1000,"featured_media":33968,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-5746","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Forget brand loyalty<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wework.com\/ideas\/professional-development\/forget-brand-loyalty\" \/>\n<meta property=\"og:locale\" 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