Words of a Mother...
One of the smartest (in conjunction with the loudest) women I have met to this day also happens to be my best friends mother and on occasion sits in for mine.
I was having a little chat with her a while back when she made one hell of a point that got me thinking a little recently about where the future of brands is headed...the chat went something like this.
(Just to set the stage, she's as greek as you get and I call her Mom)
MOM says: X let me tell you samthing...loyalty is sabjective"
I say: Mom what do you mean by that, are trying to say that it differs with each individuals value system?
Mom says: No X I am not trying to say anything of the sort, its mach simpler than that. X... people are only as loyaal as their options...
...and Mom just in case your son happens to forward this link to you...
Hi! I missed you, as does he, he is fine, his love life is good, he is eating well, doing well at work and looks very healthy (though a little on the plumpy side recently)
posted by Nic at 11:58 AM
18 Comments:
As always those greeks seem to know their stuff X :)
I LOVE YOU MUM
yes me too mum
Hey X and 'your son', think your mom might consider a senior planning role?
the the, greeks invented brand planning...she maybe a little overqualified :)
X u seem like ur finally goanna give away ur identity then?
come on X its been over a year!!!!
http://bumblebavieslives.wordpress.com/
yes 'anonymous' I just might...
hmmm... we do live in a world with a multitude of choices... and making a conscious decision to stick to one over the other does qualify as "loyalty".... but when you don't have any options... i wouldn't qualify it as loyalty...
so bear with me here X, i'm trying to get the "mom's" point, does loyalty fade with the multitude of options?
Hi Fr', let me clarify for u, what Mom is trying to say is that loyalty and choice are negativly correlated...
There is a pretty good article on this subject labeled trysumers-which is basically the modern day consumer with an abundance of choice is more likely to try different products than the consumer of old...
on trend watchers...
people try different products, then generally stick to one and have a preference. i wouldn't say loyalty fades away with choice, i'd say it takes more time to achieve - and more marketing :) .. because without the options, it's not loyalty the consumer develops, it's simply being "forced" .. but that's just my opinion, and who am i anyway in this big planning community...
people try different products, then generally stick to one and have a preference. i wouldn't say loyalty fades away with choice, i'd say it takes more time to achieve - and more marketing :) .. because without the options, it's not loyalty the consumer develops, it's simply being "forced" .. but that's just my opinion, and who am i anyway in this big planning community...
Fre wouldn't trying more things increase the future posibility of you craving more things?
Wouldn't it make substituting easier?
ps. as much as X would contest, there is room for everyone on this blog not just strategists.
X your blog has officially become the property of the public :)
As a frequent, on the coffee table, I would like to second Tzu second point!
tzu... i agree, substitution becomes easier. but my point is: if you do not have substitution, how do you define loyalty?
let's take an example, i go to buy my deodorant - i'm loyal, hence i go out of my way, go to body shop, and get it = i'm loyal.
i don't care which one, there are so many choices on the market, it's a shame not to try stuff, they all smell good = i'm not loyal (i'll try some and maybe develop a preference & become more or less loyal or won't).
i don't have a choice, it's either FA or nothing at all.... or maybe FA and "pucelle" (which i actually really saw in carrefour) = does that mean i'm loyal?
what i'm saying is, MUM is a bit cynical (are greeks like that?)... when you ask a regular consumer what his brand of XYZ is, he'll most probably cite one... or two...
which brings me to another point: i'm loyal to two brands, do i still qualify as a loyal consumer?
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