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What to do when disloyalty becomes the norm

 

 

To make things clear, I'm not going to talk about marital disloyalty. The issue to deal with today, very worrying from the perspective of branding, is disloyalty towards brands.

A few days ago I read a preview of the new Nielsen’s Global Consumer Loyalty at Pressroom they Nielsen Europe. I'm translating the most significant data I've found, and I'll relate that data to those of Edelman Trust 2019. The aim is to better understand that disloyalty is a problem for many companies and an opportunity for others, and also to glimpse whether personal recommendations from employee to consumer could change this trend.

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

Growing disloyalty: a 92% of consumers are disloyal to their brands

Marks Nielsen Infografia Disloyalty

Download graphics from the complete Nielsen Inc in this link

In other words, only 8% people are considered loyal to their brands favorite, according to the study referenced Nielsen. The fact is global, in Europe and America the figures are less dramatic, but…

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

We like to try new things: a principle of disloyalty?

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

The question here is whether this is a problem of disloyalty. I rather see an oversupply. And an ease of acquiring goods and services not seen to date. Joe Ellis, Senior Vicepresidente at Nielsen Consumer Insights, calls it "the Amazon effect”. Now we can shop online and receive an order in 2 hours at home. Trying new things is easier than ever.

And perhaps the most well-founded fear: This is indifference means that very few brands (Coca Cola, Nike, Apple) are able to keep more consumers. Keep an eye on the facts: only 28% consumers are influenced by the fact that a brand is known, recognized and trusted.

Are disloyalty and distrust related?

I wonder. Trying to relate two studies to such different bases and methodologies as Nielsen and Edelman Trust 2019 can be perverse on my part. But there's no doubt that we're more loyal to the brands we trust.

Perhaps one of the problems is that outbound advertising, that of interruption, that witch hate, us away from brands, not about us as two decades ago. Advertisers and agencies are seeking new formulas inbound, with compelling content not to interrupt but we reach virally, Recommended by our peers.

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

The study Edelman Trust 2019, I tried a few months ago with the article "Confidence slight recovery"It shows more optimism than Nielsen. being confidence in tatters in countries like Spain, for example, we see that positive technical experts and employees of companies 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 theme "Hello Business: Do you notice that your People are your Brand?"The article was very successful in areas RR.HH, but rather lacking in responsible marketing and communication. Damn fear…

brave professionals seeking

I understand you, marcom. You have hired a good agency. Have a reasonable budget ... Why take chances with experiments with ROI farthest, not only depend on your department? Let's face, that's getting into trouble. That's why I suggest that you take the reins of this and Plantées a pilot what can go wrong?

Precisely programs Employee Advocacy programs are for this, so you put your value influencers house, to bet on the quarry before hiring famosillos that any day you leave to go to a competitor brand.

If disloyalty becomes the norm, bet the only ones capable of restoring confidence to place, and they work a few meters from your table: Your co-workers.

Cover Stock Photos from TukkataMoji / Shutterstock