By Dr Sionade Robinson, Lyn Etherington (auth.)
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This is customer loyalty in action. The success of the Coca-Cola brand is seen not only in the iconic status it has achieved in many countries as an emblem of US 38 Lessons in customer loyalty from the past capitalism, but also in its impact on many aspects of culture. The drinking of Coca-Cola by a character in a movie, for example, would be taken by the audience to indicate something about the character, probably connected with youth, vitality, and energy. Case study: Kellogg’s Cornflakes Another successful loyalty-inspiring branding, which originated from a product designed to improve health, is Kellogg’s Cornflakes, one of the earliest and still among the most popular breakfast cereals.
Their focus was on earning enough to survive another day rather than on winning customer loyalty, but of course ultimately the desire for commercial survival is only another way of expressing the need to win customers and if possible to turn those customers you win into loyal ones. Today, if developed countries did not have welfare provisions, winning customer loyalty would be even more desperate an endeavour than it actually is. We don’t know how “perfect” yesterday’s marketplaces were in the economic sense of all customers having access to all information about pricing and goods, but it seems likely that most markets featured several vendors selling approximately the same thing and—initially at least—competing mainly on price.
The nineteenth century was the great era of the dawn of product brands, just as our early twenty-first century is the great era of service brands. The nineteenth century was, in short, the epoch of people buying things. After all, the Industrial Revolution was producing not services but tangible objects, and this object-focused attitude of the time extended to the culture and to the economy. Look at how the interiors of nineteenth-century houses were cluttered with things; the job of dusting them must have been fearsome.
Customer Loyalty: A guide for time travelers by Dr Sionade Robinson, Lyn Etherington (auth.)