Brain and Brand Loyalty: An Investigation of Loyalty Factors

Abstract

Primarily, the starting point for laying down the seeds of loyalty comes not through creating glittering products with shining packaging, colourful advertisements, and slogans; instead, the bottom-line starts with a deep understanding of the human brain. At the bottom level marketers need to peep through the brain of the people and understand how the mechanism of the brain and its emotion shaping chemicals affect the mood of consumers. Marketers who are inclined to plant loyalty are never self absorbed. Their gaze is directed toward not inwards. When they meet potential customers their first move is to get inside the customer's skin, to see the world through their eyes. They understand that self absorption is a sign of insecurity. Everyone has an insecure ego but savvy marketers manage to ignore them, finding therapy by being insightful of the human brain. This gives them the buoyant spirit- they love to be around the customers. Getting into customers' skin, imagining what it is like to be them, helps the great marketers gather valuable information that helps them build loyal consumers.