Chapter 14
Winning Brand Loyalty
In This Chapter
Reaching beyond expectations to create brand loyalists
Igniting customer passion for your brand
Generating buzz and viral marketing for your brand
Creating a brand name, a brand identity, and a brand promise are the beginning steps in the branding process. They’re like the ante you pay to play in the high-stakes branding arena. They’re the down payment required to rise above the noisy floor of me-too offerings and to win a chance at a preferred place in customers’ hearts and minds, where great brands live and thrive.
But you can’t just register a terrific brand name, design an award-winning logo, craft a great brand promise, and then sit back and wait for the magic to happen. Sorry, but even the greatest brand framework, of and by itself, isn’t enough to build a great brand success story. Even high market awareness and strong sales aren’t enough.
The highest level of brand success requires one more essential ingredient: loyal customers ...
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