make brand loyalty central to driving referral In the 1960s, the biggest influencers of purchase behaviour, in order of importance, were: (1) advertising; (2) history; and (3) what others say. By 2000, this ranking had reversed, and the order was: (1) what other people say; (2) history; and (3) advertising. This change is partly due […]

make brand loyalty central to driving referral In the 1960s, the biggest influencers of purchase behaviour, in order of importance, were: (1) advertising; (2) history; and (3) what others say. By 2000, this ranking had reversed, and the order was: (1) what other people say; (2) history; and (3) advertising. This change is partly due to the impact of social media. It is also partly due to improved expertise in branding and, as a result, greater brand loyalty. Consider the following research findings: • 42% of U.S. consumers are loyal to brands that their family and friends do business with • 55% of U.S. consumers express loyalty by recommending the brands and companies they love to family friends • 86% of consumers engage with a brand they are loyal to by recommending it to others Brand loyalty drives referral. This makes it very important, indeed! Why else is brand loyalty…