Brand Loyalty

This category contains 7 posts

Goodbye, Blockbuster.  Hello, Franchise Approach.

By: Amanda Fiore As the healthcare industry changes year over year, pharmaceutical companies must adapt to the ebb and flow. We have said goodbye to the “Age of the Blockbuster,” when high revenue-generating drugs took priority, bringing in at least $1 billion annually singlehandedly. Pharmaceutical companies typically launched one to two of these blockbuster drugs… Continue reading »

Over The Rainbow? The Risks of “Too Much Publicity.”

Is there such a thing as too much publicity? In the age of social media, we’re programmed to share information and experiences in real-time – anything from celebrity encounters, to world travels, to baby’s first steps, to DIY projects. Whether it’s good or bad, news travels fast; and it travels even faster on online. For… Continue reading »

So You’ve Hired A Media Agency! Now What?

By: Amanda Fiore As a client, hiring an agency to plan, negotiate, buy and execute media to support your brand and help achieve its business goals can be a large but rewarding task. So now that you’ve hired an agency, what’s next? Which marketing responsibilities does the agency take on, versus the internal client team?… Continue reading »

People of Ad Tech: Q Digital CEO Scott Gatz

Q Digital CEO Scott Gatz tells WIT Strategy Partner Bill Brazell that 70% of America’s 16 million LGBTQ adults would pay a premium to support a brand that supports them. He says Lexus and Marriott are among the brands doing it right. Gatz notes that the threat of backlash from those who might boycott brands… Continue reading »

People of Ad Tech: Econsultancy’s Stefan Tornquist

Econsultancy VP of Research Stefan Tornquist tells WIT Strategy‘s Bill Brazell that too many companies think they handle customer service well. Their customers disagree. Tornquist explains how companies could use technology to strengthen relationships with customers. He suggests that companies start using real-time data, customization and geolocation to create uniquely valuable connections with customers, rather… Continue reading »

The Incredible Importance of Pharmacists for CPG

If you occupy shelf space at the drug store, ignore the pharmacist at your own peril. Pharmacy Today’s annual survey reports that pharmacists’ estimate 79 percent of patients purchase the over-the-counter product they recommend and 92 percent of pharmacists walk a patient to the OTC aisle to make their selection.  The survey also goes on… Continue reading »

Best Practices Targeting Bilingual/Bicultural Hispanics

About 8 years ago while putting up groceries, my husband, Steve, remarked: “Do you ever buy the same brand of anything? I thought Hispanics were supposed to be brand loyal?” I pondered the query for a while and responded: “No. I guess I don’t.”  That simple question led me on a different career path because… Continue reading »