February 14th, 2006 by Bob Bly
In an earlier post, I quoted top copywriter Richard Armstrong as saying that ?branding is just one of MANY credibility factors that go into an advertisement ? you CAN?T build your whole marketing campaign around it.?
Richard continues: ?The fact is that ?brand loyalty,? which is the Holy Grail of Madison Avenue, is really a mile wide and an inch deep for most customers.
?I have brands that I prefer among just about everything I buy … but virtually ever single one of them is negotiable. Show me that your product is cheaper and/or better than my current brand, and I’ll switch in a heartbeat.?
?I’m a big fan of Allen-Edmonds shoes, for example. For years, I was always telling people about how comfortable and well-made they are.
?A few weeks ago, I was telling this to a friend of mine, and he said, ?You should try Cole-Hahn, they’re better.? I said, ?No way!!? He said, ?Try them.?
?So I tried them. Guess what? I now wear Cole-Hahn shoes. So much for brand loyalty!?
The conclusion: brand loyalty is fleeting. Unless your advertising provides a compelling reason why the consumer should buy your product instead of competing products, you won?t be able to pull consumers away from those competitors. Right?
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