Priming the Pump: Driving Loyalty with Targeting and Positioning

It’s no secret that in many categories brand loyalty is declining faster than the price of Facebook’s stock. Kevin Clancy believes poor targeting and a lack of consistent, compelling positioning are major reasons so many companies struggle with connecting customers to their brand.

In this webcast, Kevin will outline a process that considers profit-related criteria such as retention potential, level of satisfaction with current brand, likelihood to try or usage of a competitor’s brand, and problem potential when assessing the value of current and prospective customers. He will also explain the relationship between the magnitude of the problem a brand solves for a customer and market response in the form of sales and advocacy.

Kevin J. Clancy, P.h.D.
One of America’s foremost marketing consultants, Kevin J. Clancy, P.h.D., is the co-founder and chairman of Copernicus, a research-driven marketing consulting company. His ongoing interest is in using marketing research to develop, plan, and implement transformational marketing strategies—strategies which change brand trajectories, career paths, and sometimes entire companies.

During the course of his career, Kevin has consulted to Fortune 500 and other major corporations, such as Air Products, AT&T, Comcast, Dunkin’ Donuts, ExxonMobil, GMAC, Harvard University, McDonald’s, The New York Times, Panera Bread, Pepsi, Procter & Gamble, Toyota, Universal Studios, and Visa.

A prolific writer, Kevin has published or given more than 400 articles and speeches on advertising, marketing, marketing research, and social science. He also has co-authored seven books, including two business best-sellers.

LAUNCH EVENT

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