One of the strongest held beliefs among marketers is that brand plays an important—even crucial—role in consumer decision-making. But recent developments in consumer electronics should make us all stop and think. Consider two examples: Roku, a virtually unknown brand, captured significant market share in the streaming set-top box market. And in the tablet market (the iPad notwithstanding) some reports suggest that “tablet buyers don’t care who makes their devices.” We attribute these phenomena to a fundamental shift in the way consumers make decisions. Let us explain this shift and how it shakes long-held beliefs about three concepts in marketing: brand, loyalty, and positioning.
Three Long-Held Concepts Every Marketer Should Rethink
Brand, loyalty, and positioning aren’t what they used to be.
January 22, 2014
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.