A recently published Harvard Business Review (HBR) article by John Zealley, Robert Wollan and Joshua Bellin favours ‘relevance’ in marketing than focusing on loyalty.

The authors advice companies to follow five P’s  purpose, pride, partnership, protection, and personalization. 

Zealley, Wollan and Bellin say, “Many companies have been using the traditional four P’s for decades, and many of those with great success. Often, this means companies will need to extend outside of their comfort zones to position their brands these new, expanded ways.

Consider Yoplait, the global yogurt brand owned by food giant General Mills. Consumers typically associate big food companies with mass-production methods and plastic packaging. Companies like these are more typically accustomed to using traditional 4 P’s approaches such as pricing and promotions to attract and retain customers. But Yoplait recently found itself contending with an influx of newer brands, including the Greek yogurt brand, Chobani, that emphasize and compete on meaningful connections to authentic food traditions”.

Marketers Need to Stop Focusing on Loyalty and Start Thinking About Relevance

HBR

Sharing is caring