Brand Loyalty Marketing

In this 1994 4A's (the American Association of Advertising Agencies) speech, Larry Light, chairman of the Coalition for Brand Equity, sees the evolution of brand loyalty thinking as one of continuous improvement.

Brand Loyalty Marketing

Larry LightThe 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.

FIVE WAVES OF CHANGE

  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,...

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