We’ve long pursued loyalty and long-term relationships between brands and customers. But the truth is that, following a certain parallelism with the new family models, it is increasingly easy to find consumers who see their relationships with brands as a “liberal couple”. Brands have never been so fragile.

Not all product categories behave in the same way. Promiscuity with brands is much more evident in those characterized by a technological component: televisions, cameras, etc. At the opposite end of the spectrum, we would find those where the human factor plays a leading role: services, B2B, luxury.

Some time ago you could buy a Sony TV guided by your previous experience or what the brand meant to you. Nowadays, these kinds of considerations matter much less than the opinions you find on any reference portal. Now each product has to prove its worth on its own and every occasion.

The Internet has become a great tool for socializing between people, but the same has happened in the person-brand relationship, becoming an open invitation for anyone to discover everything they need to know about the other.

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From these perspectives, we could interpret that the role of brands is becoming less and less, but the opposite interpretation would actually be more accurate: In a world oversaturated with information, where making a purchase decision is often complicated, the role of brands is decisive in the final decision.


Customer loyalty and brand loyalty are two different concepts. Although closely related, brand loyalty and customer loyalty stem from different approaches.

The main difference between the two is that customer loyalty is directly linked to consumers’ purchasing power. It is based on the offer made to them in terms of prices and savings. Brand loyalty, on the other hand, has very little to do with pricing. Brand loyalty crosses the economic barrier and reaches emotions. It is based on commitment, the so-called engagement, based on the fact that when people identify with a brand on an emotional level and get an excellent experience with the product, they build loyalty and commitment that can last forever.

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The circumstances surrounding brand preference among different categories can be very varied. However, there are a number of variables that can be considered general.

  1. Honesty

One of the most obvious aspects is to never disappoint, fulfilling everything that has been promised. This means ensuring the highest quality.

  1. Value

The next aspect focuses on transcending functional attributes and reaching emotional aspects, building a concrete meaning with which customers identify.

  1. Dialogue

Customers want to feel part of the equation. Opening up dialogue, being receptive to their concerns or interests, will greatly facilitate their engagement. Social media is a great channel for this.

  1. Experience

Adopting an orientation towards creating relevant brand experiences, rather than a focus on sales, is going to greatly facilitate emotional connection.

  1. Coherence

Trust comes from consistency, both in the provision of a service and in coherence with what the brand stands for. It is necessary to pay special attention to all touchpoints and ensure that the experience with the brand is maintained in an analogous way in all of them.

For much of the 20th century, consumer markets remained stable. But today you’re only as good as your latest product and you’re only as important as the relationship you’ve built. That’s why it’s crucial to build a strong brand that feels the difference in ultra-saturated markets and establishes the bonds that lead to loyalty.


Carlos Puig Falcó
CEO of Branward