A question of loyalty.

In this article from econsultancy:

“Just 15% of consumers believe it pays to be loyal to brands”

Since when is loyalty supposed to pay? And if it is, is that the kind of loyalty brands want? The whole idea about true loyalty is that it doesn’t pay right? Relating to the idea of “lovemarks” as defined by Kevin Roberts where consumers are “loyal beyond reason”, suggests that there’s both reasonable and unreasonable loyalty. I guess in the latter one thinks something is the right thing to do, while the former one merely feels it is. In this line of argument, can “loyalty beyond reason” be seen as supporting something you believe in, rather than for what is in it for yourself?

I guess what I want to get to in this post is that sometimes we are loyal because it is the right thing to do. That’s payment enough.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s