IN SUMMARY: According to Bob Hoffman “despite all the claptrap of marketing quacks, here on planet earth, consumers mostly don’t give a flying shit about most of the brands they buy. As I’ve said about a million times (and Prof. Byron Sharp has said much more articulately in his book, How Brands Grow) most of what we call “brand loyalty” is simply habit, convenience, mild satisfaction or easy availability”. But is this really true?
This week’s award for stupid business journalism goes to Adweek for suggesting that today, a brand must become an assistant, friend, adviser and guide. This is beyond stupid, it clearly shows that the advertising industry is clueless.