I’m amazed to hear people still using dead language when it comes to brands. One such piece of deceased wordage is “brand loyalty.”
Remember the concept of brand loyalty? Your Mom always bought Charmin so you bought Charmin. Your Dad was a Ford guy so you were a Ford guy. You can still find attitudes like this scattered around the country, but the idea of brand loyalty basically doesn’t work anymore.
Today, you stop buying Charmin because you see a brand on the shelf that promises a higher amount of recycled paper, and you and your wife are trying to reduce your collective carbon footprint. Or you stop buying Fords when you see pictures of the vanishing glaciers and decide your next car will be a Toyota Prius. There are all kinds of reasons why people do not remain loyal to brands anymore, but the biggest reason, according to anthropologists, is meaning. And meaning is the opposite of loyalty, because meaning constantly changes. (more…)