What makes people love the brands they love?
Columnist Adam Grow takes a look at how customer loyalty is created and how marketers can connect with consumers to develop their trust and spark brand evangelism.
In today’s consumer-driven world, there’s an onslaught of competing products that have identical features but differing brand names. As someone who actively toes the line between consumer and marketer, I can’t help but wonder what it is that makes us love some brands; why are we so loyal to some but not others?
I recently read an article in the Harvard Business Review that discussed how brands gain and maintain competitive advantages. It stated that given a choice, the human brain would like to do the same things repeatedly, claiming that each time a consumer chooses a product, that product gains an advantage over the products the consumer didn’t choose.
Read full article
