At WDG Research we spend a fair bit of time checking brand health on behalf of our clients. Often when companies approach marketing research agencies like ours they have brands with recognisable identities and customers who have bought in to their proposition. The issue is holding on to customers (as well as increasing!) and with every marketing activity companies take a risk in upsetting the rational and emotional constituents that make up this complex brand proposition.
Gallup have conducted an extensive survey among customers, and found that a break in a brand’s promise explains why one in five disengaged customers no longer patronize that brand. Gallup eloquently explain their findings in Gallup Business Journal and advise companies to look beyond the rational and cognitive customer measurements and study the emotional factors which play an important role in determining customer behaviour and ultimately the health of the brand. Words that WDG wholeheartedly echo.