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The modern consumer has changed considerably in recent years. Nowhere is this more evident than in looking at the results from polls on brand loyalty such as one recently commissioned by Mintel. This one pointed to bargain shopping as the primary culprit for a drop in loyalty. So is brand loyalty really dead?

We can all appreciate the importance of branding for a business, particularly in today’s ultra-competitive market. Being able to differentiate yourself from your competitors is critical to gaining traction with your customers. But is your brand saying the right things that will resonate with them?

To many, branding is nothing more than a really cool logo, and perhaps a neat tagline to boot. In reality, branding is more about building a unique, differentiated experience and a series of expectations with one’s customers than anything else.