The fickle mistress: Loyal consumers, changing brands and the change-constancy conflict
Shobha Prasad Drshiti Strategic Research Services, India
INTRODUCTION: RESTLESS TIMES, RESTLESS BRANDS
Change defines modern reality. The modern obsession with innovation injects certain restlessness in brands today and there is an endless stream of product innovations, packaging innovations, new flavors, variants and sub brands across categories, to create a bewildering environment of change. Marketers believe that they are responding to the dynamic needs of consumers who demand similar dynamism in brands they interact with. An unchanging brand in such dynamic times would lead to a sense of stagnation,...