News and views

Do Coke employees drink Pepsi at lunch?

Do Nike employees wear Adidas? Do the GM/Vauxhall employees drive BMWs? Is it ok for an Apple employee to use a Blackberry?

From a brand owners point of view the answer is probably no…it can be viewed as disloyalty to the employer.

With customers brand choice is the one which gives them the best ‘customer service’ (meets their wants / needs in the best way) and brand owners  consequently spend huge amounts of money researching customers to pick their future winners.

Employees who choose to be brand disloyal should not be scorned or punished but lauded and asked why they have made a particular choice…they know more about a competitors product through use than you do and you never know it might help you uncover  your next product innovation or find a new segment in the market to explore.

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