Brand Loyalty Marketing

Larry Light
The Coalition for Brand Equity

Marketers worldwide recognize that their prosperity depends on the strength of their brands. Successful businesses also know that success is never final. They continuously improve their products and processes.

Marketing thinking goes through similar waves of continuous improvement. There have been five successive waves of marketing change since W.W.IL Each time, marketing has improved upon what has come before.


  1. First, mass marketing. We mass marketed, mass produced, and mass distributed mass brands using mass advertising through mass media to reach undifferentiated, mass audiences.

  2. Then, marketers realized that all people are not the same. This led to the second wave – targeted marketing. Targeting, positioning, segmentation, fractionation, micro-marketing, specialization, and customization., are all legacies of this wave.