What to do when disloyality becomes the norm

 

 

To make things clear, I'm not going to talk about marriage disloyal disloyalcy. The issue to be dealt with today, very worrying from a branding perspective, is disloyality towards brands.

A few days ago I was able to read a preview of the new Nielsen's Global Consumer Loyalty in the Nielsen Europe's Press Room. I translate the data that I found most significant, and then I'll relate that data to those we trust Edelman. The goal is to better understand that disloyality is a problem for many companies and an opportunity for others, and also see if personal employee-to-consumer recommendations could change this trend.

If you don't have much time, I'll explain it to you in a minute in this video:

Disloyalta on the rise: A 92% consumers are unfair to their brands

Infographic Disloyalties Nielsen Brands
Download the full infographic from Nielsen Inc on this Link

In other words, only the 8% people consider themselves loyal to their brands Favorite, according to Nielsen's referenced study. The data is global, in Europe and America the numbers are less dramatic, But…

Don't you think it's crazy.? As an ex-advertiser, I keep thinking about how badly advertisers and agencies are going to be happening now.. Achieving brand loyalty was the ALL in advertising, the ultimate goal.

We like to try new things a principle of disloyaltad?

The report notes that a 42% consumers all over the world say they love trying new things and almost half (49%) consumers - although they prefer to stick to what they know- can be moved to experience.

The question here is whether it is a disloyal problem. I rather see an oversupply. And a ease of purchasing goods and services not seen to date. Joe Ellis, Senior Vice President of Nielsen Consumer Insights, He calls it "the Amazon effect". We can make online purchases and receive an order at 2 hours at home. Trying new things is easier than ever.

And perhaps the most well-founded fear: The indifference makes very few brands (Coke, Nike, Apple) keep more consumers. Eye to the data: only the 28% consumers are influenced by the fact that a brand is known, recognized and trustworthy.

Will disloyal and distrust be related?

I wonder.. Relate two studies with bases and methodologies as distant as that of Nielsen and the Edelman Trust 2019 may be perverse on my part. But there is no doubt that we are more loyal to the brands we trust.

Perhaps one of the problems is that advertising outbound, disruption, the one we hate, takes us away from the marks, doesn't bring us closer as two decades ago. Advertisers and agencies are seeking new formulas inbound, with attractive content that doesn't interrupt but come virally to us, recommended by our peers.

The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands

The Edelman Trust Study 2019, I dealt a few months ago with the article "Shy recovery of trust"shows a little more optimism than Nielsen's. Being confidence in soils in countries like Spain, For example, positively we see that technical experts and company employees are trusted drivers Natural.

The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands. I tried the subject on "Hello company: Did you know that your people are your brand?"The article was very successful in RR areas. Hh, but rather scarce in marketing and communication managers. fear...

Brave professionals are wanted

I understand you., Marcom. You've hired a good agency. You have a reasonable budget... why risk experiments with a slower ROI, that don't just depend on your department? Let's recognize it, that's getting in trouble. That's why I'm proposing you take the reins of this and raise a pilot, what can go wrong?

Precisely the programs Employee Advocacy they're for this, so that you value your influencers of the house, to bet on the quarry rather than hire famosillos that will leave you any day to go to a competitor's brand.

If disloyality becomes the norm, bets on the only ones capable of restoring confidence to their place, and they work a few feet from your table: your co-workers.

Cover Stock Photos from TukkataMoji / Shutterstock

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About me Guillem Recolons

Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).

Soymimarca Partner, Integrates Personal Branding and The Human Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

I participate in various programs at IESE, ISDI and EAE, UPF's Social Media Graduate and UVIC, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.

My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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2 thoughts on "What to do when disloyality becomes the norm”

  1. In line with this very interesting reflection, I just wanted to add that I think the new sales channels encourage (still unintentionally) disloyaltad you mean.

    Consumers are looking for products that work, and don't mark: when on platforms like Amazon or Ebay we get dozens of results for a product searched with a wide range of brands, brand loyalty gives way to other factors such as price, recommendations, the appeal of the presentation, Etc. Criteria such as functionality or price are erected, therefore, in winners.

    It is also true that due to the standardising and increasing regulation of institutions such as the European Union, many we assume that all products 'will work', so again the brand is no longer alone guarantee of quality: I don't think an Acer PC is going to be worse than one HP or Lenovo (perhaps not particularly better).

    Obviously I've referred to retail and not to the sale of services. That's where I think the concept of 'employee advocacy’ has a greater and more decisive importance.

    It is clear that everything above is just an appreciation from my consumer perspective. I'm sure there are people who have loyalty to certain brands based on positive experiences, but these can be easily broken. I still remember when Volkswagen – whose vehicles were so valued and enjoyed by millions – was an example of 'Corporate Responsibility’ before the infamous 'dieselgate'. Notice for navigators…

    Reply
    • Good comment, Oscar! Regarding VW Dieselgate and many other big-brand scandals (Shell…) trust in big brands is going bankrupt. Massive data leaks on Facebook, states that spy on their citizens, they don't contribute to loyalty either. You're right about the service-product difference. A big hug, Friend!

      Reply

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