Every brand manager wants a loyal customer base. It is the metric that justifies the marketing budget, the line that gets read out first in the board meeting, and the reason categ…
Most brand managers track repurchase rates and call it loyalty. It is not.
Repurchase happens when:
Switching is inconvenient
The product is the cheapest option availabl…
Some brands are bought. Others are believed in.
Walk past an Apple Store on launch day, and you will see queues that look more like pilgrimages than purchases. Spend a Sunday w…
The Question That Should Make Every Marketer Uncomfortable
Ask a marketer what builds brand value and the answer will almost always involve some variation of emotional connecti…
Have you ever noticed how you instinctively reach for your usual brand at the supermarket — the same biscuit packet, the same soap, the same shampoo — almost like it's muscle memo…
Let's get one thing straight: Most e-commerce brands don't have a customer problem.
They have a discount problem disguised as a marketing strategy.
In the chase for conversi…
