SIX KEYS TO BRAND STRATEGIES THAT CONNECT >
2 There's more than
brand loyalty
If you are
Coca-Cola or Pepsi, brand loyalty is
perfection.
People buy your product again and
again, and
you profit. That's great, but it's a
narrow
perspective. You can't ignore the people
who built and sustain your business, but some customers are more important
than others. The most important people are those who have bonded deeply with you and tell the rest of the
world about you. These are the best customers on the planet. They are
believers, fans and passionate brand advocates. As you develop brand
strategy, you will always focus on customer awareness, sampling
and trial,
purchase, and repeat purchase. But you should also address brand
advocacy and develop ways to encourage brand advocates, create new advocates, and make
all of them
part of your world. We help you plan this.
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