The Good & Bad of Brand Loyalty

There's learning in knowing why Jaden doesn't heed to us when it comes to homework. He wants to stick to his teacher's approach on how its to be done. Any attempts to try and talk alternatives are stonewalled.

Let me tell you why.

By virtue of her position, Jaden's teacher wields power over her class of students which brings within its wake, unquestioning obedience. The formal circumstances associated with a school's environment perceptually heightens the strength of the power being wielded. Jaden and his classmates come to learn in no time, school's where one has little choice (not so at home) but to obey. The impressionable age that Jaden and his classmates are at, adds to the effect. In fact, Jaden comes home believing his parents can't know better than his teacher.

So he insists it will be the way of his teacher.

In many ways when consumers turn loyal, they are in effect doing the Jaden-homework-act. They buy into a value proposition to the extent they believe the brand can do no wrong. Consumers may even go to the extent of doing the ludicrous, like line up (read, sleep) outside a store a day ahead so they can be the first ones to get hold of the brand in question. The myths the brand perpetuates about itself are lapped up, lock, stock, and barrell. If there's any dissenting information that takes the sheen off the brand, its cult followers will have none of it.

Tell you what, idiots (read, consumers) who buy into brand nonsense are welcome. After all, its good for marketing and business. But Jaden can't and mustn't go that way. At least we hope he doesn't, for if he does, he'll suspend sense and take to nonsense.

Which means there's all chances he'll turn brand loyal, and that'll be a pity.


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