{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/60dd8c088c523000129c8ee6/617fdb28e1409000128428b3?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Can Brands Grow Through Loyalty? What Does the Research Say?","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/60dd8c088c523000129c8ee6/1635769469278-cef5f57cad63733bc0d33ecb174005e4.jpeg?height=200","description":"<p><em>“Absolutely fundamentally, the clear implication from this knowledge – which is supported by billions of data points – is: if you want to grow, don’t focus on loyalty.” – </em><strong>Prof. Rachel Kennedy, </strong>Founder &amp; Associate Director @ Ehrenberg-Bass Institute</p><p><br></p><p>Prof. Rachel Kennedy, founder and director of the Ehrenberg-Bass Institute for Marketing Science – the world's largest centre for research into marketing – explains evidence-based marketing; why advertising matters; how brands really grow; predictability of competition; and two important marketing laws:</p><ul><li>What happens when brands stop advertising;</li><li>Predictable competition and why positioning matters less;</li><li>Duplication of Purchase Law and Double Jeopardy Law;</li><li>and more</li></ul><p><br></p><p>“The sales of a brand are like the height at which an airplane flies. Advertising spend is like its engines: while the engines are running, everything is fine, but, when the engines stop, the descent eventually starts.” – Simon Broadbent</p><p><br></p>","author_name":"Brandingmag"}