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Es lo que Alexander Jutkowitz  señala en su reciente artículo en Harvard Business Review: Marketing is dead, and loyalty killed it. Afirma que actualmente las compañias requieren más un enfoque orientado a construir lealtad a través de los valores de la marca que un enfoque de mercadotecnia tradicional, incluso señalando a este como obsoleto. Su argumento está sustentado en una serie de ejemplos de empresas como Apple, Chipotle o J. Crew mismas que a través de distintas acciones han logrado impactar en la manera en que sus consumidores perciben el valor que representan en el mercado. Obligadamente reconoce a las redes sociales como un elemento importante a considerar debido a que ha dado voz a los consumidores cambiando la dinámica que durante mucho tiempo se impuso con mensajes sin respuesta, esto como consecuencia ha generado un replanteamiento sobre cómo los consumidores se identifican con las marcas que consumen. La postura de Jutkowitz es interesante y polémica, quizás para la mayoría de oídos es desafiante en el sentido de considerar acciones de promoción y publicidad como menos importantes a la generación de lealtad, sin embargo suena lógica si hablamos de empresas que tienen bien definido e identificado el valor que pretenden entregar a sus consumidores. ¿Cuántas empresas están viendo más allá de los productos y servicios que ofrecen? Es probable que detrás de saber qué valor pretendemos entregar encontremos muchas respuestas.

Customers keep coming back to J. Crew, Chipotle, and Apple because being a loyal fan of the brand reassures them that they are succeeding in being a certain kind of person. People expect convenience from a transaction, but what they crave is meaning. Alxander Jutkowitz.

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This is a very interesting read. I have a friend who has been using Mac for more than a decade. Now he is thinking about switching to Windows. While a lot of people are thinking of switching from Windows to Mac, here is a person who want to do things differently. He is looking for "meaning" perhaps as you say it. We do not really know what to expect.

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