Russell Parsons: Forget loyalty, brand identity is the starting point for campaigns
You could almost feel the sudden drop in oxygen as those present took a sharp intake of breath. “Loyalty campaigns are ineffective and a recipe for declining sales. The most efficient campaigns don’t just speak to certain groups or regular consumers but encompass everybody through feeling.”
Big, bold, dare I say old-fashioned brand building. It seems almost quaint in a world of precision targeting and personalisation. It wasn’t quite as straightforward as all that, of course. Binet, who has written extensively on effectiveness, pointed to the success of John Lewis’s 2013 Christmas campaign, which delivered a whopping 8.9:1 return on Read full story ›
Source: Marketing Week
