How Blockbuster Failed to Create Brand Resonance

The dream of any company is to create a loyal base of customers that will have your back. As technology has improved and changed the way we interact with the world, many companies stayed back since they didn’t have strong brand loyalty and community. One of this companies was Blockbuster, that during the start of the new streaming era they did not innovate, and thought that they would have a strong brand resonance and stay in business.

When it comes to brand resonance companies achieve strong loyalty, attachment, community, and engagement. People clearly didn’t feel any loyalty or attachment for Block buster because once new streaming services like Netflix came out, Blockbuster customers didn’t hesitate change to the other side. They might’ve had a community but it was very small because the majority of people were moving to Hulu and Netflix and people just had to use the most efficient services provided to them. And finally, their very low engagement which kept decreasing every year, was the reason they had to go out of business.

Many companies like Nike or Apple have created a strong brand resonance with the world, and an important reason for this was the way the companies were able to adapt every time the market forced ask for it. At the end of the day, Blockbuster could’ve made their own service or deal where they could stream movies but they didn’t and their brand resonance wasn’t as strong as they believed it to be.