TELUS – A Decade of TELUS
Gold: Sustained Success
Business Results Period (Consecutive Months): October 1997-June 2007Start of Advertising/Communication Effort: October 1997Base Period for Comparison: Ongoing
Brand loyalty is the Holy Grail of marketing. Every year billions are invested to build the positive perceptions required for relationships between brands and consumers. The goal is long-term brand commitment, based largely on equity developed through marketing communications.
Ironically, our expectation of loyalty is frequently contradicted by our behaviour as marketers. Today's pre-occupation with quarterly returns to shareholders takes priority over long-term brand building efforts, and...