In this 1993 4A's (the American Association of Advertising Agencies) article, Larry Light, chairman of The Coalition for Brand Equity, advises advertisers not to prioritise consumer price loyalty over brand loyalty - in other words, not to concentrate too much on deep discounting to drive growth.
Trustmarketing: The Brand Relationship Marketing Mandate for the 90's
Larry LightThe Coalition for Brand Equity
Yesterday's ideas will yield yesterday's results.
A lot of people seem to believe that our current marketing problems are temporary. They say...