strategy jukebox friday
If a customer's bond with a brand/product/service is strong enough, then they will continually repurchase without jumping through any of the previous decision journey hoops that they initially made to get there.
This is different from any status quo bias because it is about bond not inertia.
The cult of Apple being case in point. We'll put up with foibles and mistakes from Apple because we feel something for them. The relationship is not simply transactional.
Up to a point, obviously.
A big part of strategy has got be about this, a solid bond.
Though how this can be expressed in a spreadsheet, or brand onion I've yet to find out.
'Feel.. is a word I can't explain,
At least not in words that are plain,
Makin' it easy to express,
But I'll try to do my best, to hit you where it counts,
I just want to build up...a solid bond in your heart'
