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Part Two The Conversation Manager > 04 Your brand deserves a lever - Pg. 76

76 Chapter Four your brand deserves a lever Dealing with the brand paradox People love brands. People like talking about brands. People are pre- pared to commit themselves to brands. On the other hand, people are no longer as forgiving towards brands as they used to be. Brand loyalty has been falling, year after year. Fifty-three per cent of consumers have changed one or more of their suppliers during the past six months. 95 This is the brand paradox: on the one hand people are