“We have learned that people aren’t loyal to companies or brands. They are loyal to getting a job done better (faster, more predictably, and with higher output/throughput) and/or more cheaply.”
[Tenet 08]
[Tenet 08]
With this, you gotta know that loyalty is not real —when talking on brands.
Louis Grenier makes a strong case —and his POV on this brought me ot think that Yeah, there’s no loyalty to the brand.
Under Ulwick’s POV, it’s loyalty to the JTBD in an efficient or effective way; despite the solution itself.
And one more thing, there’s no such thing as loyalty to your brand. Because people don’t care about your brand. What they care about is about how they can get the outcome they’re after. And if you get to do that, while delighting them, the better.
Why?
Because they’ll be willing to pay a premium for that value.
Which is the very end of it all.