Why it matters
As consumers’ lifestyles are upended in a way almost unparalleled outside of wartime, they are likely to reappraise deeply embedded and instinctive purchase behaviours. This offers an opportunity for brands to create new customer relationships – as well as threatening existing brand loyalties.
- One of the best methods for protecting against losing customers, and for attracting new ones during a time of flux, is to build and maintain brand saliency.
- Triggering surprise can help brands intensify ‘peak’ emotions; going that extra mile and providing consumers with some added treat or benefit (eg free delivery) will go...