Marketing strategies fail to recognise brand loyalty being seriously tested

“Marketing is no longer about the stuff you make but about the stories you tell,” said American entrepreneur and author, Seth Godin.

Those stories have changed in recent years. In the 20th century, every story played into the customer’s fears and anxieties – be they worrying about being too old, too fat and so on. This century, we appeal to the customers hopes and aspirations. It’s about making the customer feel they are a special, feel they are a star – that’s what buys brand loyalty.

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