Three Long-Held Concepts Every Marketer Should Rethink

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4 Terms

1
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what is brand used for?

  • signal of quality 

  • consumers rely on peer reviews, data, transparency

2
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what is loyalty?

  • situational and contingent on ongoing value, not emotional attachment

  • convenience and price transparency make switching easy

  • reward programs need to focus on true engagement

3
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what is information parity?

differentiation must evolve based on real-time data

4
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what is the idea behind positioning?

  • each marketer has to find an area that is not occupied in the consumer’s mind and capture it

  • people tend to evaluate all features