Five Drivers To Creating and Maintaining Brand Loyalty

This event is over.

Brand loyalty has always been considered one of the most desired attributes in any industry - the ultimate goal of any company. Marketers knew the numbers: Acquiring a new customer required 7-10 times the cost and effort of keeping an existing one.

Given the current economic climate, competing in today's global village in what has become an extremely commoditized world, brand loyalty is more critical than ever. We are living in an era of information overload and electronic bombardment that has resulted in variety-seeking, excessively inquisitive, experimental behavior. Just one click allows shoppers to compare prices and performance, news and reviews, features and faults. Consumers are smarter, savvier, better educated, more informed and harder to market to than ever before. 

Current conditions require marketers to reach beyond Brand Loyalty and achieve Brand Insistence by successful creation of  the following five drivers:

1. Awareness

2. Relevant Differentiation

3. Perceived Value 

4. Accessibility

5. Emotional Connection

Your brand must be viewed as the only viable solution for the customer's needs. This workshop will discuss each of the five drivers and how they can work together to transform your customers into Brand Evangelists!

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Start: Wednesday, February 9, 2011 at 1:00pm

End: Wednesday, February 9, 2011 at 2:00pm



Cheryl Riina

Cheryl Riina has over twenty years of Marketing and Advertising industry experience. She began her career in Media on the advertising agency side of the business working with clients including Wendy's fast food, Carter Products, Lancaster fragrance and cosmetics, and Cunard cruise line. Cheryl then moved to the world of Retail where she managed the Brooks Brothers brand. Through the years, she has taught Marketing, Branding and Communication courses at universities and colleges including NYU, Pace, IONA and FIT. She is currently working as an independent consultant for brands across a breadth of industries.

Cheryl has her BBA from Pace University and her MBA from NYU.  She currently resides in Westchester, NY with her husband and two sons.