"Among the top 100 CPG brands, 90 experienced share declines, according to a 2015 study by Catalina, a leading digital and consumer loyalty firm. Take a moment to let that soak in …90% of the leading household goods brands are losing market share on consistently low-growth categories.Não, não creio que seja por causa do que Simonsen defende, "O papel da marca em Mongo". Acredito que é mais por causa do Estranhistão e do referido em "Conciliação possível?"
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The erosion of consumer loyalty among the most esteemed brands represents a changed philosophy of buying. The standard for brand switching is no longer the failure of a brand to perform but rather its inability to seem like an entirely new and interesting option at every single purchase cycle.
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Two thirds of consumers surveyed said that the number of companies or brands they consider when making purchase decisions has increased significantly compared with 10 years ago.
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They recognize that establishing and maintaining ongoing connections between consumers and their brands is becoming less and less realistic. Instead, those companies must continue to transform their offerings to treat each and every purchase occasion as a victory and invest in innovation that meets a constant need for change. Lifetime consumer loyalty is no longer a valid goal in the world of CPG because as much as it suits manufacturers, it’s simply no longer meaningful to consumers."
Trechos retirados de "The Death Of Brand Loyalty: Cultural Shifts Mean It's Gone Forever"
