"What Killed Brand Loyalty?Verdade! Quando as marcas são as primeiras a sofrer da doença anglo-saxónica, são as primeiras a tratar os consumidores como plancton, são as primeiras a querer automatizar tudo.
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Consumers are not inclined to be loyal to brands as they once were because the underlying value of loyalty itself is no longer particularly relevant. In the old world, loyalty was good and something we aspired to give and receive across all aspects of life . . . with friends, family, employers, dentists, doctors, bankers, and maybe even the federal government. But generational experiences have made sticking with “tried and true” a sucker bet. Loyalty means remaining the same. Not exploring alternatives. Putting your head in the sand and maybe even missing a beach party."
Quando as marcas desenvolvem relações humanas acredito que a lealdade ainda possa ter algum valor.
BTW, "Fidelizar o shopper infiel: realidade ou mito?" - tratar o potencial cliente por "shopper" é talvez um sintoma do porque faz sentido não ter lealdade a uma marca.
Trecho retirado de "The Death Of Brand Loyalty: Cultural Shifts Mean It's Gone Forever"
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