An interesting blog post by Steve Olenski discusses the not-so-breaking news that consumers are motivated by price regardless of their so-called brand loyalty ideas. It mentions that brands need to find the sweet spot between being true to their brand’s voice, offering a true quality product/service and forming a relationship with their consumers. And while this alone won’t guarantee brand loyalty, but it will create a stronger relationship beyond price. This is best exemplified with the “Apple value paradigm”: there are plenty of products out there with better features at better prices but the “Apple cult” is willing to ignore the competitors because Apple’s “total value” proposition that brings their products higher in the Marlow’s hierarchy of needs than just a price-based proposition.
You can read the full article in the link below: