Ethan Decker - Busting brand myths. Separating fact from fiction and politics from science - S4 Ep5
Champagne Strategy
00:00
The Myth of Brand Love and Loyalty
The science seems to show that if you want a really healthy brand, number one, you've got to get good profit margins because profits drive the business. You need to get more buyers and as you get more buyers, your average loyalty level goes up. What you don't necessarily need is passionate love of a small fan base, unless again, you'vegot really crazy margins Because profit is really the name of the game.
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