Marketing's Perfect Storm
Several articles (Chief Marketer, MediaPost and Retail Merchandiser) covered Brand Keys' 2008 Customer Loyalty
Engagement Index.
The report focuses on the convergence of three trends - consumer empowerment (more connected and more in control), a complex media environment and a market full of undifferentiated brands - that has caused major changes in almost every product and service category. In fact, the drivers of consumer loyalty and engagement have changed in 55 of the 57 categories tracked in the annual report.
The main difference is the control consumers now have over the brand messages they access/engage. Instead of messages carefully crafted by a brand marketer, consumers can now get info about a brand from other consumers at any time and in any place. They decide "what matters, how important is it, and how much it contributes to the purchase decision." Only brands that are prepared for this new consumer-centric reality will maintain (or re-define) their differentiation and gain the most from these changes.
Click through to the articles to view the retail rankings as well as, of course, the product brand rankings.
Posted by Universal Ad
The report focuses on the convergence of three trends - consumer empowerment (more connected and more in control), a complex media environment and a market full of undifferentiated brands - that has caused major changes in almost every product and service category. In fact, the drivers of consumer loyalty and engagement have changed in 55 of the 57 categories tracked in the annual report.
The main difference is the control consumers now have over the brand messages they access/engage. Instead of messages carefully crafted by a brand marketer, consumers can now get info about a brand from other consumers at any time and in any place. They decide "what matters, how important is it, and how much it contributes to the purchase decision." Only brands that are prepared for this new consumer-centric reality will maintain (or re-define) their differentiation and gain the most from these changes.
Click through to the articles to view the retail rankings as well as, of course, the product brand rankings.
Posted by Universal Ad
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