Excerpted from a Cheskin white paper presented at the 2006 ESOMAR BrandMatters Conference, Copyright © ESOMAR 2006 BRANDMATTERS 2006

Consumer Brand Relationships are Eroding

The days are long gone when a marketer could predictably project their brand’s loyalty based on ad dollars spent or promotional activities launched. Traditional avenues for creating and building brand loyalty are rapidly dissolving, replaced by a myriad of complex, interrelated new mediums, networks and devices. As technology pervades and redesigns daily life, consumers are learning to demand more from brands than ever before. They expect higher levels of customization, greater degrees of personal attention and increasingly, more personally meaningful experiences. Brands that can’t or won’t meet these new expectations are quickly replaced by those who will.

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The African continent has over 50 countries with an average population of over 750 million. With a population that is estimated to grow to 1 billion by 2023, the African market presents marketers with potentially great opportunities.

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Published in: Marketing Journal 1-2/2007
Author: Dr.Hildegard Keller-Kern, Christoph Prox
A new process for steering and increasing emotional brand strength.
A day like every other day: wake up and head to the shower – now Dove shower gel or preferably Nivea? Breakfast – Müsli from Kellog’s or Nestle? Let’s do something for the immune system – with Actimel or Yakult? Then let’s make my smile a bit brighter – with Colgate or Blendax? Quickly style my hair – with L’Oreal or Wella? Jesus! Look at the state of my washbasin, definitely have to clean it up – with Viss or Domestos? Horrible weather outside, don’t forget the facial tissue – from Softies or Tempo? That was just about an hour, with a few of the brand decisions that we are forced to make in our everyday life. Why do people choose certain brands?
For more information please contact Anne-Kathrin Kirchhof

I’d never thought much about my favourite brand until I burst into tears at Schipol airport last year as some draconian security official threw away my precious stock of Dermalogica skin care products, thinking that they may contain bombs. 

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