The Drum article even labelled it as “The Holy Grail of positive brand experience”. The argument runs that with our busy lives we like to rely on easy, trusted choices so brand consistency is seen as key to ensuring positive customer experiences, building trust and gaining long-term loyalty. There is some evidence as The Drum reported in 2016 that “when respondents were asked what influenced their loyalty to brands, 41% identified consistency as a more important factor than authenticity (15%), relevancy (6%) and transparency (2%).” ![]() Anyone who has read any of the traditional marketing textbooks or searched on-line will know that maintaining brand consistency is seen as one of the key requirements for brand success.
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