Read this brillaint article in Brand Equity yesterday by S. Subramanyeswar.
Sharing my favorite excerpts from the article here:
Situationship ~ a relationship that exists, functions, and thrives in the present but without the weight of permanence. It lasts as long as the situation remains appealing. When something more interesting appears, the equation shifts.
Look around and it feels familiar. Consumers move fluidly between brands. Businesses explore partners more frequently. Employees switch organizations. Platforms are adopted and abandoned with ease.
While choice empowers, it also makes commitment harder. When alternatives are everywhere, staying with one begins to feel like missing out on another
Loyalty hasn’t disappeared but has become lighter and more conditional.
The situationship economy demands something harder than loyalty; it demands continuous relevance.
In the situationship economy nothing is yours to keep; everything is yours to own.
Image: The situationship spectrum (from the same article)
