Loyalty exists but not as we knew it

This article argues that building brand loyalty is still possible, though it is more difficult as people have more choices and shop across a repertoire of brands.

Loyalty exists but not as we knew it

Anita Blackthe magnetic collective

Loyalty may be harder to achieve but can be built indirectly by focusing on offering an exceptional consumer experience.

Brand loyalty uncovered

This article is part of a collection of pieces on brand loyalty. Read more.

A Forbes article recently posed the question, 'Is brand loyalty dying a slow and painful death?', citing data that showed shoppers in the US and other developed Western economies are far less likely to be loyal to brands than they were in the past.

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