Editorial: It's tough being a consumer today

In her editorial, Judie Lannon introduces the Quarter 1, 2010 issue and addresses the ways in which consumers respond to frustrations with digital brands

Editorial: It's tough being a consumer today

Judie Lannon

Consuming in the analogue world is easy. If I want to try Ariel instead of my usual Persil, Kenco instead of Nescafé, or Tesco's brand instead of Andrex, all I have to do is nudge my hand further along the supermarket shelf. Loyalty is in the mind, my mind, to be strengthened or weakened at will, my will. All fmcg markets contain a number of competing brands where the top two or three often have very similar shares.

In dramatic contrast, Kieran Levis (page 22) describes the way things work in...

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