Digest No. 28 | Brand loyalty

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Issue No. 28
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Dear Clients, CMBaltic presents 28th news review in 2017. Curated for marketing and advertising professionals:


Does Brand Loyalty exists?

Recently a new idea by Byrone Sharp has gained large attention - brand loyalty does not exist. People simply remember a catchy slogan or a large, colorful brand in order to choose a product. If that is the case, then loyalty programs are useles, most of the marketing should be mass marketing; and focus should be on the marginal rather than loyal customers. Therefore, we recommend you reading more about this idea in an article, or on the book "How Brands Grow" itself. One of the alternative thoughtssays that loyalty exists, however, it has shaped itself and now consists of loyal users and just "by a chance" retaining users. Of course, take it all with a grain of salt and remember that also a large determinant is whether your product is a commodity.

+ Authenticity makes millennials as one of the most loyal generations
+ LaCoste show how brand changes but remains loyal to its style

4 bizzare ads

+Very Millenial ad for mattraces

Have a nice weekend,





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