How companies can earn brand loyalty (Raconteur)

In an always-on era, achieving brand loyalty is more challenging than ever. Not only is the competition fast and fierce, but consumers are increasingly empowered and ready to bite back

The truth is difficult to take: most brands will disappear; they won’t impact millions and they won’t truthfully change anything. For some, notably Colgate, which was founded in 1806 and can be found in more than half of global households, longevity and brand loyalty are part of what defines them. But for every Coca-Cola or Apple, there will also be millions of short-lived ventures, very briefly on the money, but then forever forgotten.