The environment for brands marketing to consumers has never been more complex or challenging. The disruption of online shopping, the proliferation of social networks and the increasing use of mobile phone technology, have created a seismic shift in how consumers shop and how they interact with brands. The ability to compare like-for-like online has put consumers firmly in charge of pricing, so it’s no longer enough to simply wage a price war on your competitors. We’ve seen big name ‘trusted’ brands, who all believed their proposition would stand the test of time, disappear from view, demonstrating that securing brand loyalty is now much harder to achieve.
Via Pantelis Chiotellis