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Interesting in marketing? Byron Sharp draws on years of research at the University of South Australia and his marketing knowledge to answer questions and dis…
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I buy into the mechanics and availability dynamics of double jeopardy, and
the general proposition that brands rarely if ever have the emotional power
of either cults or loved ones like children. But the argument is bolstered
by non-scientific shibboleths about the past (just what is criticized) and
an extreme polarization of argument. In discussing Apple it does not take
into account network effects and lock-in (except when suiting the
that comes from the book “How Brands Grow”
Market share is not the driver, but the result. The big question off course
how to get that many people buy you once or more often.
The research on advocacy and cross purchase says the same thing – market
share is the dominant driver, bigger brands get more. PS what do you mean
by “linear” loyalty?
This mans views on marketing are not accurate. Only 1% of brands are truly
loved, e.g. if you are thirsty and have £1.20 in your pocket and looking a
drink do you purchase the 20p cola or £1.19 Coke? e.g. someone earning
£12,000 a year purchasing a £600+ iPhone, then an iPad £400+ and then a mac
book £1,000+. 80% of apples customers may only buy one of these products.
with such large margins on profit and good marketing however apple today
are making more profit than any other mobile manufacture
Interesting… if that 1.20 has got to last me 2 days then I will buy the
.20 cola…. If I have more money available in the very short term I buy
No you misunderstand. The scientific laws say that all brands enjoy some
loyalty, but little more than their rivals, and no more than a competitor
of equal market share. Apple has won more loyal customers not wrung more
loyalty from existing customers.
Referencing the Dell, Apple HP, Gateway slide, there are two issues here:
1. Loyalty defined simply as linear and subsequent repeat purchase 2. Brand
e.g. Apple, selectively interchanged with product e.g. Apple Mac Which
would be all well and good in the medieval marketing scenario you painted
at the beginning of the presentation, however in this day and age there is
surely a significant value in loyalty during the ownership period – e.g.
cross purchase and advocacy.
I’ve seen some very insightful stuff from the Ehrenberg-Bass Institute over
the years, and their research seems to be getting better and better.
Missing the point, this talk isn’t stating that their “isn’t” marketing
loyalty occurring, just that efforts are better spent elsewhere. Like
mental and physical salience.
I last saw Byron present at UniSA for the launch of his book ‘How Brands
Grow’. He’s always good but its nice to hear him talk about ‘sciencey’
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“marketing it’s a constant, on-going, battle for attention (not love).”
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