A couple weeks ago, SDL shared a post that included 25 facts about customer experience, including a variation of this one published by Havas Media: Most people worldwide wouldn’t care if more than 73 percent of brands disappeared tomorrow.
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The question I ask is, “Why?” Is this even a thing? Should we be worried about people not caring if brands disappeared from their lives? Do people care about brands? Can people care about brands?
Consider this: Companies spend a ton of money on marketing and advertising to lure customers in, and yet, we couldn’t care less if most of them weren’t around tomorrow. Are companies wasting their money?
I know... that’s a lot of questions.
Let’s start with a definition of “brand loyalty,” a rough proxy for people caring about brands. If you’re loyal, I suppose you’d care if the brand disappeared or not. Use Apple as an example: If you’re an Apple fan, would you be upset if Apple ceased to exist tomorrow? I think so. But then again, maybe not.
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