Before joining The Gap Brands late in 2014, Kyle spent years traveling the globe facilitating teams to solve problems, crafting solutions, and maintaining relevancy to consumers. In a candid conversation, Kyle shared an experience of getting down with consumers in their homes and offices, where he looks for clues that lead to break throughs for the brands he represents.
This is the first in a series of excerpts from my interview with Kyle Hermans, for the forthcoming book Brandaide–A Blueprint for the Brand CEO. Kyle offers a rare glimpse into the world of a real life brand innovation master. Kyle Hermans travels the globe leading a diverse array of global brand owners in solving problems. Kyle facilitates brands and their leaders to creative breakthrough, and to innovate. We ask, what does the word “innovation” really mean?
Consumer loyalty is the behaviour of consistent purchasing of a brand over an extended period of time, measured as a proportion of times a consumer choses the same brand compared to other brands in the same category. Consumer loyalty is, quite rightly, seen as the key to a successful product and business. However, sometimes, even the best quality product does not garner the loyalty it deserves; and even advertising a product may only result in a short-term spike in sales, and may do little to stop consumers from switching to other brands over time.