Is there a risk of alienating customers who never initiated a brand switch but are forced to make a change anyway?

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The club had previously announced it would switch brand from Umbro.

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Research in 2008 by Cone, a brand consultancy, found that 79% of consumers would switch to a brand associated with a good cause, up from 66% in 1993, and that 38% have bought a product associated with a cause, compared with 20% in 1993.

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San Francisco-based clothing retailer Gap Inc. has rolled out a new logo for its flagship Gap brand online and the switch is drawing heavy criticism from consumers.

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The FDA should immediately suspend approvals for generics Wellbutrin XL and advise doctors via a Dear Doctor Letter to switch to the brand.

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This preference may be so strong, that this is a product they keep buying in a recession rather than switch to a generic brand.

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No Anchor switch things up on the brand new full-length, The Golden Bridge.

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It can be tough for a celebrity who is so known for one thing, in this case comedy, to switch to something so dramatically different from his brand.

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Other interesting statistics: 71 per cent of those surveyed said they would promote a brand based on its social purpose, and 73 per cent said they would switch brands, again according to how they perceived its social purpose.

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While this campaign switch-up serves as entertaining cocktail fodder, it also represents a missed opportunity, say brand consultants.

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