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The world of Brand Loyalty has changed and the numbers aren't pretty

The World of Brand Loyalty Has Changed Is there a more important metric for a brand’s effectiveness than loyalty? We define loyalty as simply ‘a strong feeling of support or allegiance’ and when applied to a brand that connection equates directly to increased purchase, longevity…

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How SPC customers saved the brand

When the federal government refused to inject $25 million of taxpayer’s money into SPC Ardmona, many felt this was the beginning of the end for this iconic Australian brand. But following a groundswell of support from customers through a social media sales are up and…

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Shopper docket lessons for brand strategy

The recent focus on the Australian supermarket giants Coles and Woolworths for their cross-subsidy shopper docket strategies raises some interesting lessons for brand owners managing a portfolio. The supermarkets are providing a great insight into the power of understanding how customers see their world. They…

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