Advertising is most successful when it seeks to increase penetration, not loyalty. The Participation Paradox by Martin Weigel citing Charles Graham

The importance of occasional buyers who don’t buy you often and aren’t devoted to you is further underlined when you look at which consumers matter most to brand growth. To grow, you need to recruit lots more new… Read More

Most people aren’t exclusively loyal. Most people aren’t devoted to a single brand and are very happy to buy regularly from a range of brands. They have their loyalties. But they are polygamously loyal. And this is reflected… Read More

Most people don’t know your brand very well. Half of all brand knowledge is concentrated amongst 20% of buyers and the remainder is spread thinly across the remaining 80% of buyers. So it emerges that a few people… Read More

Manipulation works. Every manipulative tactic can indeed help influence behavior and help a company become quite successful. But there are trade-offs. Not a single one of them breeds loyalty. Over the course of time, they cost more and… Read More

The customer is saying more than ‘I am not happy.’ She is giving the Sales Ambassador the chance to do something about it. Often, the customer who has complained and goes away satisfied is more loyal than before…. Read More