Ben Wise on Branding

Watching the world through the lens of the brand

Posts Tagged ‘brand loyalty

Building a Brand Takes Time

leave a comment »

I sometimes worry that people read this blog, make a few changes to improve their brand, then expect to see the results right away. Marketers and brand managers are often used to running promotions where you can see the ROI within days of its launch.

Unfortunately, building a brand takes time. And anyone expecting quick results will be frustrated.

A traditional marketing campaign is designed to elicit a specific reaction within a specific time horizon. If someone buys your product when it is on a limited-time special offer, than you have achieved your goal.

When building a brand, loyalty is often your objective. And building loyalty takes time and multiple interactions. Each of these interactions must remain consistent in order to embed your brand’s promise in the mind of consumers.

What do you think? What time horizon do you focus on for your brand?


Written by benwisebranding

July 27, 2010 at 8:55 pm

Posted in Uncategorized

Tagged with

Metro Using Loyalty Card To Boost Their Brand

with 2 comments

Metro Inc, one of the biggest Canadian grocers, announced that they are launching their own loyalty card in Quebec. This will give them greater insight into consumers’ behavior and shopping habits.

This is indicative of brands boosting loyalty by becoming more intimate (not in that way!) with their consumers. A deeper relationship between a brand and a consumer, shown by personalized products or services, creates a stronger emotional tie between them that cannot be easily replicated by another brand.

Tesco, the largest grocer in the UK, has a well established loyalty card that provides them a significant advantage in a highly competitive market. Tesco card holders regularly receive coupon booklets customized to their shopping habits, a far more attractive prospect than generic coupons targeted at an entire city.

Grocery stores aren’t the only ones emphasizing customer intimacy to build their brand. There is a famous story about Nordstrom’s where they let a customer return a tire to one of their stores even though they don’t carry tires because it gave them a deeper understanding of that customer’s lifestyle.

What do you think? Will the Metro loyalty card give their brand a boost?

Written by benwisebranding

January 27, 2010 at 6:24 pm