Loyalty my arse

Craig Smith, planning director at Wax Communications believes that, in so much as brand loyalty exists consumers are as brand loyal as ever. But with attention spans getting ever shorter brands can drive switching by offering new experiences. He looks at how even the most loyal coffee drinker can be encouraged to switch their allegiance by constantly being offered something new and exciting.

Read the full article here www.promomarketing.info/features/opinion-loyalty-my-arse/16446