Brand loyalists have nothing to teach you

Marketers looking for insights will often turn to their most loyal customers to gain them. The idea is that those who really love the brand may uncover some unexplored facet of its appeal that can then be used to lure in those who favour rival brands.

This makes as much sense as Jeremy Corbyn communing earnestly with the Labour members who gave him the leadership and bottling the essence of their ardour with the intention of using it to woo floating voters. Well, it’s easy to see the flaw there: hardliners and Trotskyists aren’t necessarily a reliable guide to the proclivities and motivations of the great mass of people in the middle. They are, self-evidently, outliers.

Read more at Campaign Live.