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ROGER MARTIN: It has become very popular in the world of branding and business in general to think of both the importance of customer loyalty and how you need to promote loyalty. Its a good thing. Youd want people to be loyal to your product and keep on repurchasing your product, but it turns out that there is something more powerful by far than loyalty. You should think about loyalty as the tip of an iceberg, but the 95% that you dont see below the water is habit. Its the subconscious saying to you should do this thing again. The modern fantasy about, wow, business is changing so quickly. Youve got to keep morphing and changing, updating your brand, getting a new visual identity. All of those things, theyre just bad, bad, bad, bad, bad. Dont do them. Why? Its because you interrupt habit. [MUSIC PLAYING] So rather than a consumer thinking about, oh, wow, I am loyal to, lets say, Tide. Im loyal to Tide detergent. I really should buy it. Its actually that persons subconsciou
