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It’s one thing getting consumers to buy your brand once, but it’s quite another to make people repurchase your brand – especially if there is a lack of differentiation within your category.
It’s one thing getting consumers to buy your brand once, but it’s quite another to make people repurchase your brand – especially if there is a lack of differentiation within your category. Brands can increase loyalty among consumers partly through bribery and partly through having brand values that consumers feel affiliated to. A brand that forges strong and enduring relationships with consumers should provide a financial advantage to a company – people will pay more for a favoured brand than the alternatives and a brand with loyal customers will be more valuable to companies.
Kozel rewards loyal customers with free beer for their friends
A partnership with digital world Habbo Hotel drives sales of Calippo among Spanish teens
Burger King tests consumers' loyalty to its Whopper hamburger with a witty Facebook application.
Timberland helps blue collar workers find a job in a tough economic climate.
O2 rewards its loyal customers with an interactive campaign that uses pioneering image-recognition technology.
A beer brand taps into football fans' passion for their sport, following them from the Czech Republic to Germany during the World Cup in 2006
New E4 TV show Skins creates a community to generate buzz and contribute to the show – the fans even get to appear in the trailer.
A personalised coupon campaign offering meal discounts leads to a massive 12% response rate
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Cream is the only online intelligence service that indexes and analyses the world’s media and marketing innovations. More information
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A dream team of industry pioneers from around the world share their expert opinion
I am hoping this was a one-off stunt to make people think twice as they go about their daily lives - or perhaps a new strategy from Weight Watchers to frighten people out of eating junk food? via
Olivia Solon
Traditional drinks manufacturer Fentiman takes a swipe at Coca Cola with its latest ad:
Marmite's latest campaign sees the elusive "Lord Marmarati" send out two options of limited edition Marmite jars to key bloggers to ask their opinion about which design should be manufactured.
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