Looking for Brand Loyalty? It's Not Going To Happen (Jeff Hankins Publisher's Note)

by Jeff Hankins  on Monday, Jul. 2, 2012 12:00 am  

James Kane, an author and researcher, says we're loyal to people and things that make our lives easier, not brands.

Steve Jobs understood that consumers aren't truly loyal to Apple the company. Apple fans are loyal to the products of the company that make their lives easier.

Want the Full Article?

Get Unlimited Archive Access for $19.95 per Year

Readers must pay to access stories older than 15 days.

Purchase Now

Already have archive access? Login to view this article.