No one knows better than brands that modern brand loyalty is a fickle thing.
First off, millennials' consumer habits have entirely reshaped the discussion around intrinsic vs. extrinsic motivations. Not to mention, brand loyalists are not one in the same with repeat purchasers.
In a nut shell, everyone is different.
Some people bank with TD because their parents did it and they like what they saw. Some people bank with TD because their parents did it but actually don't love it yet stay because it's inconvenient to switch.
So how to discuss something that everyone has a different opinion on? Take the insights offered with a grain of salt.
We'll be the first to point out that Facebook's data on brand loyalty is favourable for their own apps. This isn't a new tactic - a stop-smoking campaign isn't going to release research that says smoking isn't actually so bad.
It's also worth noting one could spend all day coming up with different reasons for brand loyalty OR for why brand loyalty isn't a thing.
Nevertheless, the most important thing to do when considering data like this is to simply consider it.
We're sharing this because we think brand loyalty needs to be thought of differently. But in order to do so, you need to see both sides of the argument.
Just be sure to read carefully (including the fine print on who paid for the research).