Branding Matters MORE to Fostering Loyalty, Not Less
This is an interesting article on how brand loyalty is (almost) dead, but the author is off the mark. The presence of the Web and multiple access device platforms, consumer reviews and ratings, and a splintering of customer and prospect attention in general, makes branding all the more important to help differentiate from the competition. Online branding takes on even more significance. While great products certainly help build great brand loyalty, so does every other aspect of the customer experience. Every touchpoint with a brand matters, and all positive ones help foster loyalty and every negative one tarnishes it.
