Brand loyalty: Natural disloyalty
John Keaveney Young & Rubicam EMEA
Some people will never be loyal to your brand, so efforts at encouraging brand loyalty should focus on identifying at an early stage those who are predisposed to be loyal.
Is someone who is brand disloyal distinct from someone who is loyal? Current wisdom would suggest that it's not about the individual per se, but more about how the brand communicates and manages its relationship with this person. However, the data seems to reveal a different story.
TGI shows us that people who claim to be disloyal to brands...