David Burn Articles by: David Burn

3 Ways to Light a Spark of Brand Love

3 Ways to Light a Spark of Brand Love
By January 8, 2014 Strategies 101

Getting people to genuinely care about your company is the ultimate goal of all marketing communications strategies—it’s also the difference between casual and strong brand preference, and by extension near- and long-term profits.

When a brand consistently makes clever commercials and has the bankroll to run them repeatedly, the ads may in fact work to instill casual brand preference among potential buyers. Geico Insurance is a good example of this approach to earning consumer attention and good will. But how does Geico or any company earn, not just interest and consideration, but true brand loyalty? Read more ›