Brand loyalty is not dying. But, you would not know this if you are paying attention to the business press.

Recently, there have been many articles describing the impact of higher prices and lack of product availability on brand loyalty. These articles and opinions state that when consumers do not see their favorite brand due to supply chain issues or price increases, consumers buy some other brand. The conclusion is always that consumers are no longer loyal to their favorite brands. In most cases, the stories feature supporting data showing that consumers are shifting their buying behaviors to new brands or familiar but never purchased brands such as private label brands.

The greatest challenge organizations face today is how to stay competitive and categorically relevant given the accelerating pace of change. It’s not change that’s new. It’s the velocity of that change that is new. Information technology has made it possible for a company to be launched and, three months later, have a huge valuation without any need for raw materials, manufacturing, or packaging. Products and services that were on the cutting edge even a year ago have fallen off the edge today. More patents are filed with the U.S. Patent Office than at any other time in history. To succeed in this environment, organizations must possess the ability to see what’s coming, to seize opportunities and capitalize on them, and to dodge threats at the same time—all with speed and assurance.

We've all seen it. Celebrities from Kylie and Kendall Jenner to Addison Rae have all made the switch to thong bikinis! Trend forecasters all over the world predict this to be the hottest trend.