![Page 1: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/1.jpg)
Exit through the internet
How the web disrupts brand loyalty and what to do about it Fabric Branding
![Page 2: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/2.jpg)
Five important sources of brand loyalty that the internet has disrupted…
![Page 3: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/3.jpg)
20th century brands built loyalty through familiarity and familiarity through repetition… …but the internet prefers novelty to repetition.
Source #1 Familiarity
![Page 4: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/4.jpg)
Unhappy customers always told people; that was damaging. Millions of hits on YouTube is more damaging.
Source #2 The communications monopoly
![Page 5: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/5.jpg)
Better, faster, cheaper
Source #3 Limited awareness of alternatives
![Page 6: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/6.jpg)
Online retailers will ship anything, anywhere. Distribution is no longer the source of advantage it once was.
Source #4 Proprietary Distribution
![Page 7: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/7.jpg)
Source #5 The allure of perfection
Lifestyle branding will always have a role to play, but the popularity of sites like YouTube show us that being “real” is increasingly more important than being “perfect”.
![Page 8: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/8.jpg)
What’s a brand to do?
![Page 9: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/9.jpg)
Lots of prescriptions being offered
Content Marketing
Social Media
BIG DATA Take Four
Daily
![Page 10: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/10.jpg)
The real problem is hard to pin down
![Page 11: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/11.jpg)
Too much focus on the latest marketing tools when the true answer lies deeper inside your business?
![Page 12: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/12.jpg)
The true impact of the internet
Customers no longer have to stay with brands that they are not ecstatic about. No amount of clever targeting will overcome this simple truth. In almost every category, it’s too easy to switch to a new provider for a product or service.
![Page 13: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/13.jpg)
Customer experience is the biggest driver of loyalty and customer recommendations
Note: *As measured by the Forrester Research “Customer Experience Index” Source: Forrester Research: Manning, Harley; Bodine, Kerry (2012-08-28).
0.71 0.65
Correlation between customer experience index and future purchase intent*
Correlation between customer experience index and positive word-of-mouth*
![Page 14: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/14.jpg)
Social media is best used to support, not replace, a great customer experience
Social media offers tremendous promise for brands that can incorporate it into a broader strategy of building and managing relationships with customers.
Promotional gimmicks aimed at “buying” likes on Facebook or re-tweets on Twitter have little true impact on a brand’s fortunes. Such approaches are applying, on the internet, the very tactics that the internet has already made redundant.
![Page 15: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/15.jpg)
Six prescriptions for building powerful brands now
1. Outstanding experiences trump outrageous promises
2. A great customer experience is not an accident, it must be designed
3. Companies need to work across departmental boundaries to design and deliver those great customer experiences
4. The best, most credible, brand stories are developed organically, through real-world interactions with customers
5. Digital strategy and customer relationship strategy should be developed together, as two sides of the same coin
6. Empower frontline employees to use social tools to build strong customer relationships
![Page 16: Exit Through The Internet - How the web disrupts brand loyalty](https://reader033.vdocuments.us/reader033/viewer/2022051609/547b19e75906b58b798b4596/html5/thumbnails/16.jpg)
We hope you enjoyed this presentation, here are some links for more content:
More content from
Follow Fabric Branding on Twitter
Follow the author, Simon Pearce, on Twitter
www.fabricbranding.com/blog
@fabricbranding
@simonpearcelive
Fabric Branding