Trustmarketing: The Brand Relationship Marketing Mandate for the 90's

In this 1993 4A's (the American Association of Advertising Agencies) article, Larry Light, chairman of The Coalition for Brand Equity, advises advertisers not to prioritise consumer price loyalty over brand loyalty - in other words, not to concentrate too much on deep discounting to drive growth.

Trustmarketing: The Brand Relationship Marketing Mandate for the 90's

Larry LightThe Coalition for Brand Equity

Yesterday's ideas will yield yesterday's results.

A lot of people seem to believe that our current marketing problems are temporary. They say our problems are just the unfortunate result of economic circumstance. An economist commented, “The uncertainty of the economy is keeping potential buyers out of the stores.”

Here is my economic forecast – The economy will turn around– one day. When the economy does turn around and brand profitability does not return to the previous high levels – then what excuse...

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