As a start, allow me to paint a picture. I live in North America (Canada). We typically buy motorcycles as a hobby or recreational sport, not as a daily driver or commuter vehicle as many do in Europe. Most of us get eight reasonable months of riding, some get more, some get less. It is from that perspective I answer the question, "What made me buy my current R3GT?".
Brand loyalty is definitely in there. From my perspective it would be tough to leave the current title holder for something that is just "run of the mill" but I have that luxury, others may not (either physically, financially, maturity). The new R3GT is an improvement and a serious one at that. Better handling, smoother ride, refined power; it's bigger, badder, fresher appeal that sets apart from the mainstream in a very big way.
I got into motorcycling because I wanted to be different, stand apart and experience life outside of the norm. If I wanted to conform to the "standard" I would have bought a Harley, all their swag, and all that is to be HOG owner. I bought into Triumph for my own reasons as partially outlined above, some may share my views, others may not. Be that as it may, "to each their own".
While Triumph did a remarkable job selling the R3GT/R/TFC to motorcycling journalists (vis a vis a paid excursion to Tenerife) they (IMHO) did not do a lot to advertise or broadcast it's arrival with the motorcycling general public or community at large. They did have the travelling road show but that was primarily targeting current Triumph owners, the 2020 R3TFC/R/GT was nowhere to be found at many of the North American motorcycle shows from December onwards. With my new 2020 R3GT, most of the comments received are from people who already knew about the 2300CC Rocket III previously.
I guess while I am poo-pooing on Triumph, their brand management is not nearly strong enough. There isn't a single dedicated piece of wearable gear for the new R3GT/R. No shirts, no hats, no swag. I'm not in favour of being a walking billboard for my brand but at the same time would like to show some pride in my ride. I get that modesty is a virtue but not in the game that is motorcycling. You need to be loud and proud, and to coin a British team, a little cheeky!