Brand Loyalty Management - the new marketing basic

Larry Light

Argues against the old (US) view of marketing, Penetration and Share Maintenance (PSM), in favour of Brand Loyalty Maintenance (BLM).

Brand Loyalty Management - the new marketing basic

Larry Light argues that marketers must focus on creating and reinforcing brand loyalty to build enduring profitable growth

Larry Light

Once upon a time category growth was dramatic. At some point in the past, the mass marketing concept of undifferentiated, unsegmented mass markets was useful. Marketing did not focus on profit; it focused on growing sales and share. It was felt that increasing penetration was the key to success. Then, the mass-market view was appropriate. However, yesterday's marketing models are now simply inadequate to address today's more complex challenges.

The old view...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands