Brand Affinity Dynamics

Towards a better understanding of Brand Affinity Relationship Drivers and their Dynamics
June 2007
The marketing community speaks of loyalty as an idealized state along a linear continuum – a process during which – if we are skillful, can transform customers into ‘life long’ partners fully engaged with our organizations. However that idealized notion of “loyalty” is [...]

Brand Momentum

Is it possible for a brand to have momentum*? The same notion of momentum we are all familiar with in the physical world much as a wave that gathers mass, velocity and direction allowing it to travel vast differences before dissipating or crashing on shore?
If a brand can have momentum, what will add to [...]