Those were the days Back in the halcyon days of advertising-led marketing, customers would find a brand they liked – from washing powder, through to banking – and if they found that it passed ‘the Ronseal test’ (i.e. it did what it said on the tin), they stuck with it. In the absence of a brand failing or a dramatic price promotion from a competitor, people were likely to stay loyal to ‘their’ brand, sometimes for life. As time moved on, branded competition grew and, in the Mad Men era of...
