Marketers must build both brand salience and loyalty

This article posits that the marketing industry is too focused on the choice between creating salience and building loyalty, when in fact both are vital to maximising marketing effectiveness.

How to build both brand salience and loyalty

Josh Samuel Kantar Millward Brown

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 benef

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