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 SamuelKantar 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 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...

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