Admap Direct Bondage is Best

Tom Rayfield

Tom Rayfield's piece centres on the importance to brands of emotional loyalty and the work in this area by Garth Hallberg the author of 'All Consumers Are Not Created Equal' and a contributor to the Ogilvy Loyalty Index.

Admap Direct

Bondage is Best

Tom Rayfield

Garth Hallberg has come up with an old idea (with a new twist) that seems to work rather well.

For many years the more thoughtful clients and agencies have realised that it is more profitable to sell brands than products. A product can quickly be superseded technically or undercut in price, but consumers will remain loyal to a brand for years. JWTs Stephen King pointed out in the 1970s, in What is a Brand?, that a brand belongs not to the manufacturer but to the consumer.

Hallberg is an independent marketing...

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