Tom Fishburne’s cartoon on brand loyalty is very accurate. In his notes, Tom states “Brand loyalty can be pretty fickle. Marketers often overestimate the motivations of their brand loyalists and how prominent their brands are in their consumers' lives. This is particularly apparent when more than half of all grocery items are sold on price promotion. We train consumers to buy our brands on deal and then wonder why we have so many brand switchers. To exacerbate the challenge, many categories feature very little difference across competing products, making it even easier to substitute brands.” To read his full notes, click here.