Here is some brand common sense. In order to be purchased, a brand must first be considered. The original advertisements for the New York State Lottery: “You can’t win it if you’re not in it.” Well, the same goes for consideration and purchase. Common sense.
We’ve been told a consumer’s path to purchase proceeds in a straight line: awareness, familiarity, consideration, purchase … and if done right, it leads to brand loyalty. It’s a logical step-by-step progression model and gives brands the confidence to manage customers’ engagement and activate them along each step in their journey.
Let’s discuss brand loyalty. It used to be a principle of marketing that a brand needed trial and repeat before you had brand loyalty. In fact, at the haven of marketing, P&G, the concept was three tries before you could feel comfortable that a customer had become a loyal customer.
Taco Bell has a contest for its Rewards members. Taco Bell Rewards members will be able to vote on which menu item can return to the menu: The Enchirito or The Double Decker Taco. Only Taco bell members can vote. Taco Bell’s Chief Brand Officer told Restaurant Business, a trade press, “… we wanted to continue elevating the voices of our most loyal fans by giving them exclusive access to a uniquely digital experience that...
Brand loyalty is not dying. But, you would not know this if you are paying attention to the business press.
