It's not just an orange with a straw in it.(customer loyalty)(Editorial)

As I pondered what subject I'd tackle for my editorial this month, I have to admit I had a difficult time. Actually, I should clarify. I had a difficult time thinking about much except the economy. Whether it's online, on TV, or at the water cooler, we're being inundated with what seems like up-to-the-minute updates on the faltering global economic situation.

In our professional space, national brands are presented with a clear challenge. As more consumers opt for private label products than perhaps ever before, national brands are reevaluating the way in which they position themselves and wondering how much they can bank on "brand loyalty" when push comes to shove.

Naturally, it doesn't help when consumer reporters casually advise viewers to forget their allegiance to their brand, and buy what's on sale. So the question becomes, in this climate, which is a stronger driver: price or loyalty?

That's obviously not a question that can be answered definitively. But we should look at the recent case of Tropicana's orange juice redesign as an indication that, while loyalty may be down ...