Marketers might like to imagine the consumer in permanent orbit around their brand. But the fact of the matter is that people are happily polygamous in their brand ‘relationships’ for the simple reason that the choice between one brand and another is not that important.
God B2C marketing sounds boring sometimes – I think the description above is why I’ve enjoyed a focus on B2B. Decisions there do matter, last years and often there’s little opportunity for the polygamy described here.
When a multi-billion dollar enterprise decides how to work with 100k+ suppliers, it’s a serious decision. That means our hard work kind of matters.