Brain trust

SIMON DAVENPORT

Loyalty is only a by-product of importance, so if your brand loses importance to your customers, they’re as good as gone. Maybe not straight away, but think of them in the long term; why would they keep buying into what you offer and what will keep them on board? People buy into brands that mean something to them, not even necessarily emotionally (although this is certainly favoured). But brands that fill a real or perceived need are the ones that will continue to thrive in 2020 and beyond.