Brand loyalty to Brand responsibility

Like any major game changing trend, Web 2.0 will have its ripples moving through various aspects of business strategy. Just a while ago I was having a chat with my friend Sushant.

Interesting discussion. He expressed that the next big trend in marketing will be a shift from Brand loyalty to Brand responsibility.

The basic thought being that if the consumer is actively involved in creating the content/product, then it goes a step beyond being loyal to a brand. He/she is now creating the brand itself and therefore this would mean a sense of responsibility for the brand. He/she would become a virtual brand ambassador and stake holder in the performance of the brand.

It will then be the brands which can create a strong sense of brand responsibility that succeed in the marketplace.

Hmm ... sounds neat.

-Kashy