Build brands and build loyalty

This article argues that instead of addressing 'brand loyalty' as a separate marketing objective, it should be considered the natural consequence of good brand building.

Build brands and build loyalty

Giles HedgerLeo Burnett

You can't push people into becoming brand loyal, loyalty is rarely exclusive – even 'brand loyalists' can switch brand. So instead of pursuing the quest for the Holy Grail we need to stop thinking about loyalty, and return instead to brand building.

Brand loyalty uncovered

This article is part of a collection of pieces on brand loyalty. Read more.

I'm not a loyalty denier, I know that something akin to loyalty exists. I know that a so-called loyal customer is more valuable, head for head, than a disloyal customer....

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