Brand loyalty and the “demise” or decline of traditional media
Interesting Correlations
An interesting angle was brought up in a recent conversation, that piqued my interest in the relationship between the general level of brand loyalty and the media channels that exist today. The hypothesis is that with the decline of traditional media (or the ability to target the masses with a few major channels with the same type of content), brand loyalty will continue to drop.
This made me very curious. It is true that a whole myriad of channels exist today, creating all sorts of issues for marketers and advertisers who now face the daunting task of having to allocate limited resources in trying to reach their target consumers. The effect of a campaign then effectively gets diffused, and consumers don’t develop any particular preferences for brands like they did before.
Then again, it is possible that brand loyalty has been subtly replaced by function. I don’t really care what brand a product is, as long as it serves its function. There are some people who belong to this camp anyhow.
And then there is the recent catch phrase, “Stop Campaigning, start committing”…. on modern brand building.
Such are the random thoughts that are floating around…well that, and the fact that I’ve suddenly realized the number of subscribers to this blog has jumped over a 100 to 114 right now according to the feed stats. It’s kind of an honour I suppose, that a certain number of people are actually interested in what you have to say. 
Also, Google still rules the (feed) world because most of you are coming in from some Google platform, one way or another. I suppose this will continue, until RSS cloud somehow muscles in on their territory. The telling paragraph from this link reads :
Now RSSCloud has a posse. Half a million blogs are created each month on WordPress and if Google Reader keeps taking its sweet time checking those blogs for updates instead of turning on support for RSSCloud, it’s going to look slow as molasses.
Trying to figure out exactly what this new offering does ( and wondering how google will counter this), but I’m still not -quite- getting the full picture….
Tags: brandbuilding, brandloyalty, marketing, product, sales,
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Hi Dorothy. Thanks again for sharing. Yes, I am one of your subscribers. Thinking about your post and the arguments in favor of diffusion, aren’t they just another version of the long tail claim? I was not present for the discussions, but what you present seems little different than Chris Andersen’s claim from a few years back. We have seen several reputable studies suggesting that the long tail, while intellectually attractive to early adopters, does not always seem to hold true with mainstream audiences. The argument also seems to overlook the simple fact that companies will adapt and adjust. Most will not sit by idly and let the world leave them behind. It all seems a bit pie-in-the-sky to me. Humans remain social creatures. We will want to keep up the Jones’s, latest trends, and iconic brands. If brands are worried, I have my suspicions that diffusion is not a leading concern that keeps marketers awake at night.
Keep up the great posts!
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