How to build both brand salience and loyalty
Marketers can't just pick one side in the loyalty or salience debate. Building salience and creating a brand positioning that drives affinity are both key to maximising marketing effectiveness. Josh Samuel of Kantar Millward Brown discusses the benefits of building a strong emotional connection with consumers.
Brand love has been a hot topic in brand building for decades. And it's a divisive topic. On one side is the concept of 'Lovemarks', first publicised by Kevin Roberts, which seeks to build brands that "create loyalty beyond reason, requiring...