One of the fundamental aspects to building a brand is the opportunity to convince consumers to pay more or buy more often
Brand
loyalty is a relationship where the consumer sees value over time, even
if that means something as simple as saving their mental bandwidth from having to research
other options.
Now
chocolate brands reinterpreted as ice-confections is an area that
fascinates me, as there's a weird thing where their primary appeal
behaves differently.
Chocolate is one
experience at room temperature that differs markedly when it is cold,
although that also serves as a way to disguise bad quality.
The
Reese's ice-creams have been a very mixed bag in their various
iterations, but there are some key components that can be successful and
it has been my greatest pleasure during previous summers.
Currently
the brand is being sold in the "sandwich" form, which is probably my
least-liked style because this tries to make a virtue of eating a soggy
biscuit.
The new Reese's version lacks caramel
and I'm not convinced there is any peanut in there either, although
there was a lump that I couldn't identify.
Then I wondered -- are they having a laugh? -- there isn't even chocolate.
(Not even the compound chocolate that is surely the blight that defines it and has become a sign of reduced quality!)
My
conclusion is that brand loyalty has not delivered a product that
rewards my consumption and I advise caution when approaching this
confection.
