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Understanding what customers want

We must also remember that customers aren’t loyal to products, and haven’t been since markets offered comparable choice. Products are, on the whole, functional. They serve a purpose or meet a need.

Customers’ loyalty is to an approach. We often talk of brand loyalty, but increasingly this is loyalty to the brand’s approach to customer relationships and experiences, not the brand itself – although some would argue it’s one and the same thing. Customers no longer really compare products or services, either. They compare the wider experiences they have with those that provide those products or services.

And this is how marketing is changing… content is the tool to maintaining the quality of those wider experiences.

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