Skip to main content

Breaking Up Is Hard To Do...

...says the song.  Brand breakups resemble the fallout from failed romantic relationships, says Time.

Brand break-ups are worst when former fans (cults, anyone?) become angry at their one-time favs for misbehaving...and with themselves for ever believing in the brand.
"The people who lashed out the most...tended to see themselves reflected in the brands they once cherished and got the most hurt when the relationships ended as a result. “Those who felt that the brands were theirs had the most to lose essentially,” says (study author Allison) Johnson, a business professor at University of Western Ontario. “They became those same brands' biggest enemies.”'
In short, it's the feeling of being made the fool that motivates some brand exes to turn mean. They'll trash the offender just to provide the necessary disassociation.

So, yes, build those brand loyalists.  Just don't ever let 'em down.

Labels:

Comments

Post a Comment

Popular posts from this blog

Michael Porter On Health Care Reform

Michael Porter, writing in the New England Journal of Medicine, proposes "A Strategy For Health Care Reform - Toward A Value-Based System." His proposals are fundamental, lucid and right-on, meaning they're sure to be opposed by some parties to the debate, the so-called "Yes, but..." crowd. Most important, in my opinion, is this: "... electronic medical records will enable value improvement, but only if they support integrated care and outcome measurement. Simply automating current delivery practices will be a hugely expensive exercise in futility. Among our highest near-term priorities is to finalize and then continuously update health information technology (HIT) standards that include precise data definitions (for diagnoses and treatments, for example), an architecture for aggregating data for each patient over time and across providers, and protocols for seamless communication among systems. "Finally, consumers must become much mor...
Post a Comment
Read more

Simplicity From Complexity

Health care planners typically juggle many different services and businesses, each with unique customers, competitors and prospects.  The complexity can be overwhelming.  So-called portfolio models for assessing industry attractiveness and competitive strength can be a good analytical jumping-off point, including the McKinsey-GE 9-box matrix . (Click on the "Launch Interactive" link.)
Post a Comment
Read more

5 Marketing Megatrends

Coming to a brand near you, from Adam Kleinberg at iMedia Connection, here are " 5 marketing megatrends you can't ignore ." Mass collaboration... Constant connectivity... Globalization... Pervasive distrust in big corporations... A global sense of urgency... #4 is, I think, under-appreciated in health care. Doctors and hospitals like to think of themselves as the last of the white hat-wearing good guys, and maybe they are. But trust is a funny thing - built over decades and lost overnight. Screw it up and watch the laser beam of populist rage move from Wall Street to Medical Avenue.
Post a Comment
Read more