User Experience and Brand Loyalty

When everything is the same, Brand is everything. Let’s play with a thought experiment: In a truly perfect market, branding should not exist. No differentiation. No price control. No customer loyalty. Just one identical product sold by many players at a fixed price. Sounds clean. But also completely detached from reality. Almost like a Black Mirror episode… The Theoretical Paradox: Branding has no place in perfect competition - Products are identical - Buyers have full information - No business has pricing power - Under this model, branding is irrational. Useless. Any marketing effort is a waste of money because buyers already know all products are the same and will pick the cheapest. There is no choice to make. So if branding is economically impossible here… why do we see branded water, branded salt, and branded milk? No market is truly perfect. Ever. Real-life buyers: - Aren’t fully informed - Rely on emotional shortcuts - Don’t always optimise, they satisfice (thanks, Herbert Simon) Even in industries close to perfect competition (B2B), branding thrives by: - Reducing perceived risk (trust) - Offering lifestyle alignment (identity) - Providing a memory shortcut (mental availability) Morton Salt didn’t win by being saltier,  it won by being unforgettable. Liquid Death turned water into rebellion, not hydration. Slack didn’t win on features, it won by branding work as fun, fast, and human. Oatly made oat milk weird, loud, and proudly anti-corporate. Who Gives A Crap made toilet paper feel cheeky, ethical, and worth talking about. Let’s get more real: The Role of Branding in Highly Competitive Markets 1 - Differentiation is a Survival Strategy When features are indistinguishable, innovation is hard to defend, storytelling, emotion and memory step in. Branding manufactures difference where none exists. 2 - Customer Loyalty Beats Race-to-the-Bottom Pricing A loyal customer is less sensitive to small price differences. That’s a margin win. 3 - Perception Drives Premium A brand with trust equity can charge more even in commoditised sectors. Just ask Evian. 4 - Brands Reduce Decision Friction We don’t want to evaluate every choice every time. Brands give us shortcuts and today we need them more than ever… Strategic Moves for Leaders: For CEOs: Compete on brand, not price. Find a purpose customers care about and tell that story consistently. For CMOs: Treat branding as demand creation. Lead gen without memory-building is wasted budget. For CFOs: Brand equity isn’t fluff…it’s a long-term value. Track it like any other asset. So: If you sell in a market where everyone claims the same features, why should a customer pick you? Because when products look the same, the brand becomes the choice. Ask yourself: What are you branding: a commodity or a conviction?

Duolingo got 9M users to maintain a 365+ day streak. That's 24% of their DAUs. Most health & education apps have streaks. The reality is: very few drive meaningful retention with them. Why? Duolingo has shipped 600+ experiments just on streaks. It's their main feature besides lessons, and it took years to get right. But you don't need hundreds of experiments to improve your streak retention. Start with copy—it's one of the highest-impact, lowest-effort changes you can make. Duolingo’s biggest retention win was replacing their default CTA copy from “Continue” to “Commit to my goal”. Here's what behavioral science tells us to focus on: 1️⃣ Tap into identity Instead of: "Continue your streak" Write: "Keep your promise to yourself" Why? People act in ways that confirm their self-image. 2️⃣ Frame setbacks as temporary Instead of: "You lost your streak" Write: "Ready to resume your progress?" Why? The brain processes "lost" as permanent, "resume" as temporary. 3️⃣ Highlight preserved progress Instead of: "Start a new streak" Write: "Your progress is saved. Continue your journey" Why? Sunk cost psychology keeps users invested if they see their history isn't lost. The key to retention isn't preventing breaks. It's making comebacks easy.

I'm 99% sure you've deleted an app because it made you feel terrible. Think about it: → Habit trackers remind you of 0% progress → Femtech remind you of hormonal fluctuations → Fitness apps dictate how to feel about your weight → Activity trackers tell you you're not moving enough What happens next? You uninstall it [churn] You stop engaging with it [low retention] You shout about it online [negative reputation] It's a lose, lose for everyone The people using it suffer, and so does the business The truth is: We experience these situations ourselves. But, we deliver the same impacts to our users. People's contexts and emotions matter It's the difference between loving, or deleting the app For example: → Person A: I've made 0% progress, time to work! → Person B: 0% progress... I'm not good enough. We need to put people back at the heart of our services/ products Here's some things you can do: →  Research. Understand people's goals and contexts →  Think about how people's situation could change →  Understand the reasons why people might leave →  Tailor messaging for usage, activity and goals →  Give user's control - don't decide for them →  Map the unhappy paths and "edge-cases" →  Think about how people could be feeling →  Identify where your assumptions are →  Obsess over the words you use There's no shortcut; it's about understanding people At every step ask. How could people be impacted? Intentionally or unintentionally Positively or negatively If you can think it, chances are, people will experience it So, if we want to increase retention, reduce churn, create brand loyalty and generally deliver good products/services, we need to consider; experiences Design for people, always 💛 --- PS Sometimes people's circumstances mean they have to leave, not because they want to. Stay tuned for a post on offboarding!

So you’re a digital brand, what’s your physical touch point? Oh… you don’t have one? Listen to this (you might want to make a coffee first)👇🏼 Last year Snap Inc. launched Snapchat+ membership gift cards via Amazon. They saw memberships rise from 5 million in September to 7 million by end of December. That’s a 40% subscription increase in one quarter. I think all of our finance teams would agree that’s the greatest Christmas present of all. So this year Snapchat are doubling down. They’ve just introduced physical gift cards in retail stores marking a strategic move to blend digital experiences with tangible interactions. In an age where 82% of consumers say they feel more connected to brands that offer in-person experiences, digital brands are realising that physical touchpoints not only reinforce loyalty but can also bring a whole new depth to their offerings. Here’s why this approach matters—and how some of the most innovative digital brands are pulling it off ⬇️ 1️⃣ Meeting Customers Where They Are – IRL Digital-first brands are finding that physical experiences resonate in powerful ways. Look at Runna - a running training app that brought its brand to life with a pop-up at the New York Marathont this weekend, offering runners real-world support, community, and connection. These brands turn online experiences into memorable in-person touchpoints, meeting users in the moments where they’ll connect best. Smart! 2️⃣ Tangibility Boosts Brand Loyalty There’s something about holding a product that brings a brand closer to home. Bumble Inc. the networking and dating app, understood this when they launched Bumble Hives—real-life lounges where users could attend dating workshops and networking events. These moments make the app experience feel more personal, building stronger loyalty. 3️⃣ Targeting the Gift-Givers - NOT the receivers While Gen Z is immersed in digital ecosystems, physical products like Snapchat gift cards are designed for their parents and grandparents. These tangible items offer a straightforward way for older generations to gift experiences that align with Gen Z’s digital lifestyles, effectively bridging the generational gap. This is what makes this super smart. 4️⃣ Why It Matters Now – People Want Real-World Experiences Consumers are increasingly seeking real-life interactions with their favorite brands, especially digital-first brands, as 78% of people now say they want brands to connect with them in more experiential ways. Physical experiences, whether pop-ups, branded parties, or beautifully crafted stores, offer a chance for digital brands to deepen relationships, bring their values to life, and connect with audiences in memorable, tangible ways. — As marketers, it’s essential to recognise the value of this intersection - but only when it’s smart, not just for the sake of it. What are some of your favourite examples of digital meets physical? Who’s doing this REALLY well? 👇🏼👇🏼👇🏼

One of the smartest bits of customer experience I’ve seen is a stone slab in a hotel bathroom. I stayed at the Renai Sreekrishna in Guruvayoor recently for a wedding, and one detail in the bathroom caught my attention. Below the shower, set into the floor, was a slab of rough stone with a small step beside it. Its purpose became obvious to me later. Guruvayoor is a temple town and almost all the guests are there because of the temple. Like any Hindu temple, everyone walks barefoot in the temple. The stone was for scrubbing the dust and grit off your feet when you got back to the room. This isn’t a customer experience detail that has come from a customer’s feedback form. It isn’t even on any standard amenities list. Somebody simply understood the guests who walk through those doors, what their day actually looks like, and then built for it. When it comes to customer experience, that, I think, is where most brands lose the plot. They keep adding things like loyalty points and app alerts, all of which are generic and interchangeable. The brands that excel at customer experience are the ones that notice the reality of their customer's life and solve for it. After years in retail and brand work, I've come to trust that instinct more than any survey. The sharpest customer insight rarely shows up in the data. It shows up when someone bothers to watch. In the markets, at the retail shops and, as in this case, in the hotel lobby. Do you know of any other case of customer-led design done well? Do share. #CustomerExperience #CX #CustomerInsight

Your product or service doesn't become a brand just because you have a fancy logo or a celebrity endorser. It becomes a brand when you create an emotional connection with your customers. A logo is a symbol, and endorsements may draw attention but don't create loyalty. Real branding happens when people feel something about your product - when they connect with it on a personal level. Think about the brands you trust the most. Is it their logo that keeps you coming back? Or is it the experience, the feeling, and the value they consistently deliver? Doing this is not a rocket science. All it takes is intent and action. Here's how you can go about it: 1. Listen Pay attention to what your customers care about. Understand their problems and needs so you can respond in ways that matter to them. 2. Empathize Show that you understand their feelings. Address their problems and share in their successes. When customers feel understood, they feel connected. 3. Engage Have real conversations with your customers. Be present where they are—whether on social media, email, or in person. Building a relationship means interacting, not just talking to them. 4. Be Authentic Be honest and genuine about who you are. Share your brand's story and values openly. People connect with brands that feel genuine and trustworthy. If you screw up—that's fine as long as you accept and show willingness to improve that. 5. Be Consistent Keep your promises. When customers know they can count on you every time, they'll stick around. And repeat everything again and again. A brand is built when customers feel connected to you. Focus on creating those emotional ties, and that's when your product becomes a brand.

I fell into a “trap” chale! 😂 I shared a post about how brands build loyalty by genuinely caring about their customers, especially in moments that matter. Post here —> https://lnkd.in/db-k3u7f Well… this time, I became the customer. During the floods, I saw this post from StarOil ’s CEO, Mr. Kwame Tieku. Instead of encouraging people to buy more fuel, he advised Ghanaians to avoid filling up unless it was absolutely necessary because floodwaters could pose a risk of water entering underground fuel tanks. Think about that for a second. A fuel company telling people not to buy fuel. Most people would see the sales they could lose that day. Great brands see the trust they can earn for years. That single post changed how I viewed Star Oil. It wasn’t a campaign o. It wasn’t an advert. It wasn’t a carefully crafted promotion. It was just a CEO of a brand choosing people over profit in a critical moment. So when I needed to buy fuel… Guess where I drove to? Star Oil. With a smile on my face. I am already a customer but that made me feel like, “yes, that’s my brandddd!” No one convinced me. No one sold to me. They had already earned my business. This is why I keep saying that brand loyalty isn’t built only through great products or clever marketing. It’s built through decisions. Through consistency. Through showing customers that they matter, even when it costs you something in the short term. The best marketing often doesn’t feel like marketing at all. It feels like care. StarOil , please tell Mr Tieku that “I de feel his vibe!” #BrandStrategy #BrandLoyalty #Marketing #CustomerExperience #Leadership #Ghana

Earlier, I believed that if a brand had an extra ₹1 crore to spend on marketing, the decision was obvious. 𝗠𝗼𝗿𝗲 𝗮𝗱𝘀. 𝗠𝗼𝗿𝗲 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿𝘀. 𝗠𝗼𝗿𝗲 𝗿𝗲𝗮𝗰𝗵. After all, that's how marketing has worked for years. The bigger the campaign, the bigger the audience, and the greater the chances of attracting new customers. Like many marketers, I assumed growth always started with acquisition. Then I read about a growing shift among leading brands. Instead of treating customer loyalty as just another retention initiative, many are beginning to treat loyalty budgets like media budgets. That idea made me pause. Rather than investing every additional rupee in reaching new audiences, these brands are putting more resources into the customers who already trust them. They're creating personalized experiences, rewarding repeat customers, building communities, and strengthening relationships that last beyond a single purchase. The more I thought about it, the more it made sense. Acquiring a new customer is becoming increasingly expensive, while loyal customers continue to deliver value long after the first sale. They buy more frequently, are more likely to try new products, and often become the strongest advocates for a brand through recommendations and word of mouth. It made me realize that the best marketing isn't always about reaching the most people. Sometimes, it's about making the people who already chose your brand feel valued enough to choose it again. In a world where every brand is competing for attention, loyalty may be the most valuable marketing asset a business can build. Ads can generate clicks, but trust creates long-term growth. LinkedIn LinkedIn News India LinkedIn for Marketing 𝗜𝗳 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗵𝗮𝗱 𝗮𝗻 𝗲𝘅𝘁𝗿𝗮 ₹𝟭 𝗰𝗿𝗼𝗿𝗲 𝘁𝗼 𝗶𝗻𝘃𝗲𝘀𝘁 𝘁𝗼𝗱𝗮𝘆, 𝘄𝗼𝘂𝗹𝗱 𝘆𝗼𝘂 𝘀𝗽𝗲𝗻𝗱 𝗶𝘁 𝗼𝗻 𝗮𝗰𝗾𝘂𝗶𝗿𝗶𝗻𝗴 𝗻𝗲𝘄 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗼𝗿 𝘀𝘁𝗿𝗲𝗻𝗴𝘁𝗵𝗲𝗻𝗶𝗻𝗴 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗼𝗻𝗲𝘀 𝘆𝗼𝘂 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝗵𝗮𝘃𝗲? #marketing #customerloyalty #brandstrategy #digitalmarketing #customerexperience #cmo #businessgrowth #marketingtrends #brandbuilding

Most brands spend lacs pushing products on social media. We spent ₹0 on and focused on this type of content to grow 10X faster. Here's the shift that changed everything: Most brands fail at social media because they focus too much on selling. Their feeds are: - endless product catalogs - discount announcements - and sales pitches. That's why audience growth stays stagnant and selfish content becomes the norm. To flip the script, you have to stop selling continuously and start gaining people's trust. When we created a strategy with 80% focus on audience-centric content and 20% promotion, everything changed. - Engagement tripled - DMs flooded with queries - and sales grew organically The blueprint that works for brands is as follows: - Answer audience's questions, break myths, misconceptions, and more - Create how-to content that makes your audience trust your knowledge - Share behind-the-scenes that makes others feel like a community - Turn product features into relatable content for everyone Simply put, we must shift the focus from the product to the people and make them the hero of your brand. As a result, you can have a growing community of engaged individuals who trust you and your products. Your social media isn't your shopping catalog. Make it your classroom, your stage, your way to make a difference. 💭 Are you making selfish content or selfless? #socialmedia #brands #strategy

Short-term customer preferences ≠ long-term loyalty. 👏🏾 But what’s the difference? According to ADWEEK: 👉🏾 Preference is short-term and influenced by convenience, promotions, and price. 👉🏾 Loyalty is long-term and built on trust, shared values, and a connection with the brand. The problem is, Many brands are chasing quick wins, thinking they’re building loyalty… But in reality, they’re just creating temporary preferences. Take the Pret A Manger £20/month for unlimited coffee that launched in 2020. In theory, they followed Netflix in the subscription game to boost brand loyalty. Subscribers could enjoy five barista-made drinks – including hot and iced coffees, teas, frappes, smoothies and hot chocolates, Every. Day. In practice, customers preferred unlimited coffee for their 1 month free trial, then reverted back to their old coffee habits. 🤷🏾♀️ This confusion can hurt a brand’s ability to develop lasting relationships with customers. Here’s what marketers should do instead to build loyalty: 👉🏾 Understand the difference. To reiterate, preference and loyalty are NOT the same. Preference can be swayed by short-term factors like discounts or convenience. Loyalty is built over time through trust and shared values. 👉🏾 Have long-term marketing strategies. Engage in activities that build brand equity and create connections, such as: Brand storytelling. Content marketing. Customer engagement. 👉🏾 Measure the right KPIs. Pay attention to metrics that reflect loyalty, such as: Churn rates Retention rates Repeat purchases Customer lifetime value Instead of short-term performance metrics like conversion rates. Don’t get these two mixed up if you want to create hype, demand, and legacy with your brand. 💅🏾