Tide's brand loyalty brings rewards, unique challenges

01/8/2013 | New York magazine

Tide detergent has built a following so dedicated that it can outsell competitors while selling at a higher price point. "In a 2009 survey, Tide ranked in the top three brand names that consumers at all income levels were least likely to give up regardless of the recession," writes Ben Paynter. That brand stickiness, however, has made it a popular target of organized criminal theft, disrupting retailers' supply chains and forcing them to buy back potentially stolen bottles from middlemen to keep their shelves stocked.

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