How Apple Brainwashes You

00:18:31
https://www.youtube.com/watch?v=GAv6Y7a5j7I

Ringkasan

TLDRLa vidéo examine la loyauté des marques, en particulier celle des utilisateurs d'Apple, et comment cela influence nos comportements d'achat. Elle distingue entre la loyauté émotionnelle, liée à des souvenirs et des sentiments, et la loyauté pratique, fondée sur la confiance et la fiabilité des produits. Le concept de capitalisme client est introduit, soulignant que les entreprises qui traitent bien leurs clients en tirent profit à long terme. Apple est présentée comme un exemple de marque ayant réussi à créer une forte fidélité grâce à des produits de qualité et une stratégie marketing efficace. Cependant, la vidéo critique également la tendance des entreprises à privilégier les profits à court terme au détriment de la satisfaction client, et met en garde contre le fait de laisser les marques définir notre identité et nos valeurs.

Takeaways

  • 📱 La loyauté des utilisateurs d'Apple est remarquable.
  • 💔 La loyauté émotionnelle et pratique influence nos choix d'achat.
  • 💡 Le capitalisme client favorise la satisfaction à long terme.
  • 📈 Les entreprises doivent traiter leurs clients correctement pour prospérer.
  • 🔄 Apple utilise des stratégies pour maintenir ses clients dans son écosystème.
  • 📊 Les rapports de responsabilité sociale des entreprises peuvent être trompeurs.
  • 🤝 Les marques façonnent notre identité et nos valeurs.
  • ⚠️ La pression pour maximiser les profits peut nuire à la satisfaction client.
  • 🔍 Les consommateurs se sentent trahis lorsque les marques ne respectent pas leurs valeurs.
  • 🌍 La dépendance aux marques peut nuire à nos connexions humaines.

Garis waktu

  • 00:00:00 - 00:05:00

    Dans cette première partie, l'auteur aborde l'importance de la consommation et de la loyauté envers les marques dans la société moderne, en se concentrant sur les utilisateurs d'Apple. Il souligne que malgré les critiques sur les produits Apple, la marque maintient une fidélité client exceptionnelle, ce qui en fait l'une des entreprises les plus précieuses au monde. L'auteur distingue deux types de loyauté : la loyauté émotionnelle, liée à des souvenirs ou des expériences personnelles, et la loyauté pratique, qui repose sur la fiabilité et la confiance dans la marque. Il explique que les entreprises qui réussissent à fidéliser leurs clients ont un avantage concurrentiel significatif.

  • 00:05:00 - 00:10:00

    Dans la deuxième partie, l'auteur explore le concept de 'capitalisme client', qui suggère que le bonheur des clients conduit à des bénéfices à long terme pour les entreprises. Il critique la tendance des entreprises à privilégier les profits à court terme au détriment de la satisfaction client. L'auteur mentionne qu'Apple se distingue par sa capacité à conserver ses clients, en adaptant son modèle commercial pour répondre à leurs besoins, tout en maintenant une image de marque forte. Il évoque également l'importance des rapports de responsabilité sociale des entreprises (RSE) qui, bien que souvent impressionnants, ne sont pas toujours vérifiés et peuvent servir de stratégie marketing.

  • 00:10:00 - 00:18:31

    Dans la dernière partie, l'auteur met en lumière la stratégie de marque d'Apple, qui crée une identité forte pour ses utilisateurs, les rendant réticents à changer de plateforme. Il compare cela à la loyauté envers d'autres marques, comme Coca-Cola et Pepsi, et souligne que cette loyauté peut devenir problématique lorsque les consommateurs s'identifient trop à ces marques. L'auteur met en garde contre le fait de laisser les grandes entreprises façonner notre identité et notre sens du changement social, suggérant que cela pourrait nuire à nos connexions humaines authentiques. Il conclut en encourageant les spectateurs à réfléchir à leur relation avec les marques et à s'abonner pour plus de contenu.

Peta Pikiran

Video Tanya Jawab

  • Pourquoi la loyauté à la marque est-elle importante ?

    La loyauté à la marque permet aux entreprises de conserver des clients fidèles, ce qui augmente leurs revenus à long terme.

  • Qu'est-ce que le capitalisme client ?

    C'est l'idée que si les entreprises gardent leurs clients heureux, ils achèteront plus de produits, ce qui profite aux actionnaires.

  • Comment Apple maintient-elle la fidélité de ses clients ?

    Apple crée des produits de haute qualité et utilise des stratégies de marketing efficaces pour renforcer l'identité de marque.

  • Quelle est la différence entre la loyauté émotionnelle et pratique ?

    La loyauté émotionnelle est liée à des souvenirs ou des sentiments, tandis que la loyauté pratique est basée sur la confiance et la fiabilité des produits.

  • Pourquoi les entreprises ne traitent-elles pas toujours bien leurs clients ?

    Les entreprises sont souvent sous pression pour maximiser les profits à court terme, ce qui peut nuire à la satisfaction client.

  • Comment les marques influencent-elles notre identité ?

    Les marques peuvent devenir une partie intégrante de notre identité, nous reliant à des valeurs et des communautés.

  • Pourquoi est-il difficile de quitter l'écosystème Apple ?

    Les produits Apple sont conçus pour fonctionner ensemble, rendant la transition vers d'autres marques compliquée.

  • Quel est l'impact des rapports de responsabilité sociale des entreprises ?

    Ces rapports sont souvent utilisés pour améliorer l'image de marque sans nécessairement refléter des actions concrètes.

  • Comment la loyauté à la marque affecte-t-elle notre comportement d'achat ?

    La loyauté à la marque peut nous amener à ignorer les défauts d'un produit ou à justifier des choix d'achat irrationnels.

  • Pourquoi les consommateurs se sentent-ils trahis par les marques ?

    Lorsque les marques ne respectent pas leurs valeurs ou prennent des décisions controversées, cela peut briser la confiance des consommateurs.

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Gulir Otomatis:
  • 00:00:00
    what you own and how you spend your
  • 00:00:04
    money is one of the most powerful social
  • 00:00:05
    tools that we have invented in our
  • 00:00:08
    modern consumer Society people will make
  • 00:00:10
    fun of a Ford owner in the comments of a
  • 00:00:13
    video and then identify themselves as a
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    Dodge guy in their Instagram bio but one
  • 00:00:17
    of these strongest and most prolific
  • 00:00:20
    brand loyal groups in the world are
  • 00:00:23
    Apple users and as an Apple user it's
  • 00:00:25
    kind of
  • 00:00:28
    dumb the huge thank you to ground news
  • 00:00:34
    for sponsoring today's video how's my
  • 00:00:37
    hair look yeah looks
  • 00:00:37
    good at the time of the releasing of
  • 00:00:42
    this video the latest iPhone is probably
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    about to be announced it's going to be
  • 00:00:47
    better and greater than any iPhone
  • 00:00:50
    before it it's going to sell millions
  • 00:00:51
    it's going to be very very popular it's
  • 00:00:53
    going to be great it's going to be a
  • 00:00:55
    great phone except it's probably not
  • 00:00:57
    going to be that great every year when
  • 00:00:59
    the newest iPhone is released there is a
  • 00:01:01
    predictable w of hype big announcements
  • 00:01:03
    and features that get covered across the
  • 00:01:06
    Internet it's a phone but it's so much
  • 00:01:09
    more it is a camera then quickly after
  • 00:01:11
    that the opinions and outrage over how
  • 00:01:13
    little has changed how this is just a
  • 00:01:15
    facelift from the year before and how
  • 00:01:18
    stupid people are for being Apple users
  • 00:01:20
    but those are just opinions and let's
  • 00:01:22
    not forget that we're talking about the
  • 00:01:25
    single most valuable company in the
  • 00:01:28
    world and most importantly they retain
  • 00:01:30
    more repeat customers than than pretty
  • 00:01:32
    well any other brand in any industry
  • 00:01:35
    brand loyalty for this company is pretty
  • 00:01:37
    well unmatched and it tells us a lot
  • 00:01:40
    about why brand loyalty works and how it
  • 00:01:42
    kind of doesn't make any sense if you
  • 00:01:44
    really start looking into it now first
  • 00:01:46
    off I think we need to establish that
  • 00:01:48
    there are really two different kinds of
  • 00:01:50
    brand loyalty and that there is a
  • 00:01:52
    spectrum in between them on one end of
  • 00:01:54
    the spectrum we have what I'm going to
  • 00:01:56
    call emotional brand loyalty it's
  • 00:01:58
    connected to our childhood or our family
  • 00:02:00
    or a positive memory a feeling that we
  • 00:02:03
    get when we have that thing this is like
  • 00:02:05
    you drinking Bud Light because your old
  • 00:02:07
    man used to drink it then on the other
  • 00:02:09
    side of the spectrum is the Practical
  • 00:02:11
    brand loyalty which is supposed to be
  • 00:02:15
    more rational but isn't actually this is
  • 00:02:17
    you drive a Toyota Prius because your
  • 00:02:19
    whole family drives Toyotas and they've
  • 00:02:22
    been really reliable and you trust the
  • 00:02:25
    brand to make a product that is good the
  • 00:02:27
    Toyota reference there is actually mine
  • 00:02:30
    I drive a Toyota Prius because my my
  • 00:02:32
    parents and most of my entire family
  • 00:02:36
    have bought Toyotas so it feels like a
  • 00:02:38
    weird part of our family identity at
  • 00:02:40
    this point but at either end of this
  • 00:02:42
    spectrum there is a lot of mental
  • 00:02:45
    gymnastics going on to try and convince
  • 00:02:48
    ourselves of the choices that we make
  • 00:02:50
    along the way and Brands understand that
  • 00:02:53
    if they can get your loyalty they've
  • 00:02:55
    basically won the consumer Olympics
  • 00:02:58
    which brings us back to Apple Apple is a
  • 00:03:02
    3 trillion doll company worth more than
  • 00:03:04
    a lot of countries in large part because
  • 00:03:07
    they have learned to play the long game
  • 00:03:09
    this has a name in the economics world
  • 00:03:11
    called customer capitalism and it's
  • 00:03:14
    basically the radical idea that if you
  • 00:03:16
    keep your customers happy they will buy
  • 00:03:19
    more of your product which ends up
  • 00:03:21
    providing more value to shareholders in
  • 00:03:23
    the long run if you're thinking this
  • 00:03:26
    sounds kind of obvious yes it is but you
  • 00:03:28
    got to understand these are economists
  • 00:03:30
    we're talking about they actually had to
  • 00:03:33
    come up with a term and a theory for
  • 00:03:35
    just treating your customers properly
  • 00:03:37
    because it turns out existing loyal
  • 00:03:40
    customers buy 90% more stuff than new
  • 00:03:41
    ones well over half of a company's
  • 00:03:44
    Revenue typically comes from those
  • 00:03:47
    existing customers except in our case um
  • 00:03:49
    because we get more than half of our
  • 00:03:50
    views from people who aren't subscribed
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    to our channel so I'll just take a
  • 00:03:58
    minute here while you do that please so
  • 00:04:00
    why aren't all companies doing this like
  • 00:04:02
    why isn't this just standard practice
  • 00:04:04
    because the sad truth is that the bar is
  • 00:04:07
    on the godamn floor see most modern
  • 00:04:09
    businesses today that you would probably
  • 00:04:11
    recognize the name of are publicly
  • 00:04:12
    traded companies meaning that they have
  • 00:04:15
    shareholders like you and me but
  • 00:04:16
    probably more so rich people who have
  • 00:04:19
    purchased shares with the expectations
  • 00:04:22
    of those values in those companies going
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    up this is basically just the stock
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    market where your savings if you were
  • 00:04:28
    very lucky to have any are invested
  • 00:04:30
    every quarter these business businesses
  • 00:04:32
    report their numbers to investors and to
  • 00:04:35
    summarize a lot of Economics degrees in
  • 00:04:39
    four words up good down bad but the
  • 00:04:41
    problem with this is that it's naturally
  • 00:04:43
    shortsighted you have to prioritize the
  • 00:04:46
    profits of today and tomorrow so that
  • 00:04:48
    your quarterly earnings can keep going
  • 00:04:51
    up in most cases this usually means that
  • 00:04:53
    companies are forced to constantly
  • 00:04:55
    expand and push into new markets and
  • 00:04:57
    develop new technology and buy up their
  • 00:05:00
    competitors and just never stop until
  • 00:05:03
    they rule theing world I guess I don't
  • 00:05:05
    know what the end goal is here and the
  • 00:05:06
    truth is a lot of this growth and
  • 00:05:08
    expansion has very little to do with the
  • 00:05:12
    customer being happy and more so about
  • 00:05:14
    making as much money as possible and
  • 00:05:18
    apple is different kind of apple has
  • 00:05:21
    done a really great job of retaining
  • 00:05:24
    customers and if you are an apple person
  • 00:05:27
    you might already have some idea of why
  • 00:05:29
    that might be when doing the research
  • 00:05:30
    for this video we found a couple of
  • 00:05:32
    stories about how Apple has been
  • 00:05:34
    changing their business model to meet
  • 00:05:37
    consumer needs but the most impactful
  • 00:05:39
    was definitely this one all about how
  • 00:05:41
    apple is planning to integrate chat GPT
  • 00:05:44
    into Siri which I don't know if that's a
  • 00:05:46
    thing that consumers need but it is a
  • 00:05:48
    story that we wouldn't have come across
  • 00:05:50
    if it weren't for the sponsor of today's
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    left or right but who they're backed by
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    being able to take a look at articles
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    from all sides of the political
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    spectrums lets us know things like how
  • 00:06:27
    the right focuses pretty heavily on the
  • 00:06:30
    fact that Apple won't be paying AI for
  • 00:06:32
    this integration while the left opens a
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    broader conversation about what this
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    means for the company as a whole another
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    awesome feature is their blind spot feed
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    news for sponsoring today let's get back
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    into the video do you remember how
  • 00:07:25
    earlier we showed you how economists
  • 00:07:28
    defined customer capitalism right like
  • 00:07:30
    how to treat customers properly as a
  • 00:07:33
    theory by the economists I want you to
  • 00:07:34
    apply that same kind of thinking that
  • 00:07:37
    invented that term to imagine how these
  • 00:07:39
    companies might try and keep you
  • 00:07:41
    interested in their product because
  • 00:07:45
    customer retention is not the same as
  • 00:07:48
    customer satisfaction listen these
  • 00:07:50
    companies are not on some sort of vision
  • 00:07:52
    quest to try and find out what truly
  • 00:07:54
    makes their customer based ticks and to
  • 00:07:57
    create something that is fundamentally
  • 00:07:59
    great and improves their lives and the
  • 00:08:01
    world around them it is about making
  • 00:08:04
    money while looking like you're doing
  • 00:08:06
    those things today it is not just
  • 00:08:08
    outliers like apple that are supposedly
  • 00:08:11
    putting the customer first in 2019
  • 00:08:13
    nearly 200 execs from major companies
  • 00:08:16
    including Amazon Pepsi Walmart and of
  • 00:08:18
    course Apple issued a statement that
  • 00:08:20
    business is no longer just about profit
  • 00:08:23
    for shareholders rather it is about
  • 00:08:25
    providing genuine value to customers
  • 00:08:28
    communities and employees alike such as
  • 00:08:30
    paying reasonable wages and supporting
  • 00:08:33
    environmental and social causes I have
  • 00:08:36
    to say if I believed anything that any
  • 00:08:38
    of these people ever said this would be
  • 00:08:40
    an absolutely Earth shattering shift for
  • 00:08:42
    the better but when you look at how
  • 00:08:45
    their actions play out it tells a very
  • 00:08:49
    different story see a lot of their value
  • 00:08:51
    that they're providing when it comes to
  • 00:08:52
    you know the communities and the
  • 00:08:54
    reasonable wages and the environmental
  • 00:08:57
    causes or whatever it's usually being
  • 00:09:00
    handled by some sort of PR marketing
  • 00:09:02
    with a corporate social responsibility
  • 00:09:05
    report these are well-designed pamphlets
  • 00:09:06
    created by companies to show the
  • 00:09:08
    impressive work that they have done to
  • 00:09:10
    make the world a better place but mostly
  • 00:09:12
    to make people feel like they're not
  • 00:09:14
    just exploiting everyone around them in
  • 00:09:15
    the effort to make as much money as
  • 00:09:18
    possible you can find these reports for
  • 00:09:21
    basically any majorly publicly traded
  • 00:09:22
    company just by Googling their name and
  • 00:09:25
    then putting CSR afterwards and these
  • 00:09:28
    documents look really impressive they're
  • 00:09:30
    really long and incredibly detailed and
  • 00:09:32
    outline how the company is progressing
  • 00:09:34
    towards these big important social
  • 00:09:36
    justice goals but they're not verified
  • 00:09:39
    by a third party and often are built and
  • 00:09:41
    rolled out in such a way that makes them
  • 00:09:43
    look really good but still allows the
  • 00:09:46
    business to basically operate as usual
  • 00:09:48
    we talked about this in Greater detail
  • 00:09:50
    in our Starbucks episode they have these
  • 00:09:52
    sort of showy environmental
  • 00:09:54
    announcements that are released
  • 00:09:56
    strategically just to appease their fans
  • 00:09:58
    enough to make them feel like they can
  • 00:10:01
    still keep going to Starbucks even
  • 00:10:03
    though they have done insert terrible
  • 00:10:06
    blank thing here and listen Apple
  • 00:10:08
    probably has one of the most impressive
  • 00:10:11
    documents for this and I don't want to
  • 00:10:13
    say that they don't care or that these
  • 00:10:15
    things aren't real in these documents
  • 00:10:18
    they 100% are their headquarters are
  • 00:10:20
    100% powered by renewable energy But
  • 00:10:23
    ultimately this is just a part of their
  • 00:10:26
    broader marketing plan to tell you the
  • 00:10:28
    story of who they want you to think
  • 00:10:31
    apple as a company company is these sort
  • 00:10:34
    of ESG reports have become basically
  • 00:10:36
    standard practice for any big business
  • 00:10:38
    today but where Apple really stands out
  • 00:10:41
    with customer retention is with their
  • 00:10:42
    products Apple has done a really good
  • 00:10:45
    job of Designing physical Hardware that
  • 00:10:47
    gives the customer the desired
  • 00:10:49
    experience that they look for with a
  • 00:10:51
    high quality product all the while still
  • 00:10:52
    withholding and manipulating their
  • 00:10:55
    releases to maximize profits a great
  • 00:10:57
    recent example of this was the USB
  • 00:11:00
    type-c charge port on the iPhone 15
  • 00:11:02
    Apple held out on their old lightning
  • 00:11:04
    connector as long as they possibly could
  • 00:11:07
    until the EU forced them to adopt a more
  • 00:11:09
    standardized technology and apple does
  • 00:11:11
    this all the time they basically
  • 00:11:14
    invented planned obsolescence they got
  • 00:11:16
    rid of the headphone jack just to upsell
  • 00:11:18
    everybody on their pods and instead of
  • 00:11:20
    keeping the design similar year-to-year
  • 00:11:23
    to save money each modeler is just
  • 00:11:25
    noticeably different to be recognized as
  • 00:11:28
    the latest model to command a higher
  • 00:11:30
    price tag with things like that you
  • 00:11:32
    would think that people would probably
  • 00:11:35
    leave but they don't and that's because
  • 00:11:37
    Apple does the products really really
  • 00:11:39
    well and they have a few tricky tricks
  • 00:11:42
    to make sure that you don't leave see
  • 00:11:44
    I'm I'm an apple person I I got my
  • 00:11:46
    MacBook here and I'm reading this
  • 00:11:48
    teleprompter off of my iPhone and I've
  • 00:11:50
    tried to go and use Android before and I
  • 00:11:53
    just ended up ultimately coming back
  • 00:11:55
    because Apple knows what they're doing
  • 00:11:57
    those yearly releases with the
  • 00:12:00
    underwhelming advancements to each model
  • 00:12:02
    year that's actually on purpose see
  • 00:12:04
    apple is always the last company to
  • 00:12:06
    adopt technology as it comes on to the
  • 00:12:09
    market they wait until a technology has
  • 00:12:11
    been proven for the most part or at
  • 00:12:12
    least been shown to have promise with
  • 00:12:15
    consumers and then they aim to improve
  • 00:12:17
    upon it and this is actually a pretty
  • 00:12:18
    great business model that I
  • 00:12:21
    fundamentally believe in Toyota does
  • 00:12:23
    this with their vehicles a lot too see I
  • 00:12:25
    have all Apple products because they
  • 00:12:27
    work the way that they're supposed to
  • 00:12:29
    they rarely have technical issues but as
  • 00:12:31
    many Apple users know this controlled
  • 00:12:34
    approach also keeps you trapped in their
  • 00:12:36
    ecosystem Apple products only really
  • 00:12:38
    play with other Apple products and once
  • 00:12:40
    you've used their products it's kind of
  • 00:12:43
    hard to go back it feels like a mild
  • 00:12:46
    hostage situation but it's not just the
  • 00:12:48
    technology that makes it hard to leave
  • 00:12:50
    Apple Apple has some of the best
  • 00:12:52
    branding out there I mean people know an
  • 00:12:54
    apple advertisement before they even see
  • 00:12:57
    the logo and with this Sleek modern
  • 00:12:59
    minimalist design they have created the
  • 00:13:02
    Apple person identity they want you to
  • 00:13:04
    feel like a sophisticated successful
  • 00:13:07
    well-connected individual when you hold
  • 00:13:09
    their product but one of the most
  • 00:13:11
    powerful and interesting qualities of an
  • 00:13:14
    apple person is that they are not an
  • 00:13:16
    Android person you probably remember
  • 00:13:18
    those famous early advertisements with
  • 00:13:21
    the PC and the Apple guy hello I'm a Mac
  • 00:13:25
    and I'm a PC but that ad is a metaphor
  • 00:13:27
    for a very real tactical branding
  • 00:13:29
    strategy that a lot of brands use
  • 00:13:32
    nowadays we see this really clearly with
  • 00:13:34
    the Pepsi Coke divide anyone who's
  • 00:13:36
    honest with themselves knows that there
  • 00:13:38
    is functionally no difference between
  • 00:13:41
    Coke and Pepsi blind taste tests have
  • 00:13:43
    actually shown that consumers prefer the
  • 00:13:46
    taste of Pepsi but Coke is still the
  • 00:13:49
    more successful brand and yet nine in 10
  • 00:13:51
    Pepsi and Coke drinkers remain loyal to
  • 00:13:53
    their chosen drink even people who
  • 00:13:55
    hardly consume soda at all have this
  • 00:13:57
    weirdly visceral reaction to even the
  • 00:14:00
    thought of consuming the other brand and
  • 00:14:03
    apple just leans into this 100% they've
  • 00:14:05
    gone as far as to make it harder for
  • 00:14:08
    iPhone users to communicate with Android
  • 00:14:10
    users this branding is so deep in the
  • 00:14:13
    Apple lore that now it's like a way to
  • 00:14:15
    tell people that they're broke like
  • 00:14:17
    you're so poor that you have the green
  • 00:14:19
    text bubbles when I'm chatting to you
  • 00:14:22
    you have an Android yes an Android never
  • 00:14:25
    mind I can't do this I'm so sorry
  • 00:14:26
    because I have an
  • 00:14:29
    Android wait what this actually makes me
  • 00:14:32
    feel kind of bad because I like to Raz
  • 00:14:34
    our project manager all the time because
  • 00:14:38
    she is like a staunchly py Android
  • 00:14:40
    person and you have problems with your
  • 00:14:42
    freakin Tech all the time and another
  • 00:14:44
    little Sidetrack here that I thought was
  • 00:14:46
    just incredible is that this apple main
  • 00:14:49
    character energy is so unshakable that
  • 00:14:52
    even in movies the bad guy never has an
  • 00:14:54
    iPhone Apple they let you use iPhones in
  • 00:14:57
    movies but and this is very pivotal if
  • 00:14:59
    you're ever watching a mystery movie
  • 00:15:03
    bad guys cannot have iPhones on camera
  • 00:15:05
    every single filmmaker who has a bad guy
  • 00:15:06
    in their movie It's supposed to be a
  • 00:15:08
    secret wants to murder me right now
  • 00:15:09
    entire videos have already been made on
  • 00:15:11
    the absolute Genius of Apple's branding
  • 00:15:13
    so we're not going to get too into the
  • 00:15:15
    weeds here but the bottom line is it
  • 00:15:18
    worked 92% of the people who have
  • 00:15:21
    iPhones right now intend to stay iPhone
  • 00:15:24
    users almost a third said it was because
  • 00:15:25
    they were too tied into Apple's
  • 00:15:27
    ecosystem or it was just too much of a
  • 00:15:30
    hassle to switch operating systems and
  • 00:15:31
    if you think that this kind of
  • 00:15:34
    irrational Fierce loyalty to Brands is
  • 00:15:36
    powerful now it's actually going to get
  • 00:15:39
    worse there is talk from Big names that
  • 00:15:42
    some point soonish it will just be the
  • 00:15:45
    norm even mandatory for companies to
  • 00:15:47
    report customer retention metrics
  • 00:15:50
    alongside the usual numbers and there
  • 00:15:51
    might be some good that comes out of
  • 00:15:53
    this change for sure but it's also going
  • 00:15:55
    to give Brands more power across the
  • 00:15:58
    board to create products and incentive
  • 00:15:59
    structures that keep keep you from
  • 00:16:02
    leaving on top of this we seem to be
  • 00:16:04
    more blindly brand loyal than ever
  • 00:16:07
    before with people feeling more isolated
  • 00:16:09
    and more stretched financially and with
  • 00:16:11
    so much chaos going on in the world
  • 00:16:13
    right now people are running to their
  • 00:16:15
    favorite brands for that fleeting
  • 00:16:18
    feeling of comfort we offer them the
  • 00:16:20
    fruits of our labor and in return we get
  • 00:16:22
    rituals that bind us together holy days
  • 00:16:25
    and the promise of Salvation we're told
  • 00:16:26
    that if we just give enough of our
  • 00:16:29
    dollars to the right God we can save
  • 00:16:33
    ourselves or our country or the planet
  • 00:16:35
    and this is why it hurts so bad when
  • 00:16:38
    we're betrayed we think of these Brands
  • 00:16:40
    as being on our side part of our tribe
  • 00:16:43
    Our Saviors our very identity and then
  • 00:16:46
    suddenly they go off script and it's
  • 00:16:47
    like we've been stabbed in the back and
  • 00:16:50
    our sense of self is sort of shattered
  • 00:16:52
    they partner with the wrong influencer
  • 00:16:54
    or they break off the partnership with
  • 00:16:56
    that said influencer or back the wrong
  • 00:16:58
    country or politician so we bring out
  • 00:17:00
    the pitchforks and take our businesses
  • 00:17:03
    to a different Mega corporation that
  • 00:17:06
    quietly hates us just as much as the
  • 00:17:07
    other one did they're just a little
  • 00:17:09
    better at hiding it because for all of
  • 00:17:11
    their talk of supporting values and
  • 00:17:15
    those big CSR documents it's not about
  • 00:17:17
    us or making the world a better place
  • 00:17:18
    it's all about making money just think
  • 00:17:21
    about how pretty much every big
  • 00:17:24
    International corporate chain flies the
  • 00:17:26
    rainbow flag in June except where that's
  • 00:17:28
    an unpopular opinion to have they don't
  • 00:17:30
    care about any of this stuff and it
  • 00:17:32
    shouldn't surprise us when they show us
  • 00:17:35
    their true colors or the lack thereof in
  • 00:17:36
    this case but we also have to ask
  • 00:17:38
    ourselves do we want these people to be
  • 00:17:40
    in charge of our social change because
  • 00:17:42
    that's where this is headed major
  • 00:17:44
    corporations are now openly talking
  • 00:17:46
    about how they have a responsibility to
  • 00:17:48
    change the world and I don't think that
  • 00:17:50
    that's what any of us actually want if
  • 00:17:53
    you want real change don't put your hope
  • 00:17:55
    into these Brands don't allow them to
  • 00:17:57
    form your identity and take the place of
  • 00:17:59
    a genuine human connection because
  • 00:18:01
    that's exactly what they're trying to do
  • 00:18:03
    the more fractured we are the less
  • 00:18:05
    connected we are to our neighborhoods
  • 00:18:07
    the more that we'll rely on these big
  • 00:18:11
    Brands to form our sense of self and we
  • 00:18:13
    really really can't afford that so
  • 00:18:15
    listen if you enjoyed this video and you
  • 00:18:17
    want to see more content from us and our
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    Channel make sure that you're subscribed
  • 00:18:24
    cuz we release a video every single week
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    back
Tags
  • Loyauté des marques
  • Apple
  • Capitalisme client
  • Marketing
  • Identité de marque
  • Fidélité des clients
  • Produits de qualité
  • Stratégies de marketing
  • Consommation
  • Économie