Acquisition is the only reliable route to growth

Les Binet and Peter Field insist that attempting to build brand loyalty is futile, following the outcome of a study of 140 fmcg brands by Charles Graham.

Acquisition is the only reliable route to growth

Les Binetand Peter Field

Charles Graham's important article ('Is your brand's share trying to tell you something?', Market Leader, Q1, 2010) should be read by everyone in marketing and communications. It should be framed and kept as a permanent reference to ward off any temptations to waste money on futile attempts at loyalty building.

It is clear that many in marketing and communications still simply cannot accept Ehrenberg's original doctrine: that loyalty levels do not differ across brands in a category – with the exception of...

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