Can Brands Grow Through Loyalty? What Does the Research Say?
Play • 44 min

“Absolutely fundamentally, the clear implication from this knowledge – which is supported by billions of data points – is: if you want to grow, don’t focus on loyalty.” – Prof. Rachel Kennedy, Founder & Associate Director @ Ehrenberg-Bass Institute

Prof. Rachel Kennedy, founder and director of the Ehrenberg-Bass Institute for Marketing Science – the world's largest centre for research into marketing – explains evidence-based marketing; why advertising matters; how brands really grow; predictability of competition; and two important marketing laws:

  • What happens when brands stop advertising;
  • Predictable competition and why positioning matters less;
  • Duplication of Purchase Law and Double Jeopardy Law;
  • and more

“The sales of a brand are like the height at which an airplane flies. Advertising spend is like its engines: while the engines are running, everything is fine, but, when the engines stop, the descent eventually starts.” – Simon Broadbent

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