• by Mike Donahue , Op-Ed Contributor, August 21, 2023

1) Focus on product development, messaging and customer service to retain profitable users
2) Create organizational alignment around customer non price promotion value
3) Invest in marketing actions and marketing assets to generate profitable revenue
….and drive profitable company growth via focus on brand loyalists.
4) Focus on improving customer assets like influencer marketing and purpose branding
because they have impact on long term profitable growth especially among Millennials
and Generation Z* who make up over 50% of US residents.
5 Create digital media complements to traditional media so it has a complementary impact
on long term profitable growth.
6) Maximize messaging and product and services availability to continuously reach
profitable buyers.
7) Place more emphasis on distinctive brand assets (Jingles, logos, all forms of sonic branding,
purpose branding, influencer marketing) and less emphasis on competitive differentiation.
8) Invest in high reach marketing against current and prospective brand loyalists.
9) Take advantage of consumer heterogeneity to maximize loyalists ..current and potential.
10) Find consumer segments that have higher responsiveness to messaging to create
sustainable profitable growth.
11) Take advantage of Covid where consumers have been forced to try new brands,
thus providing opportunity to acquire new loyalists.
12) Remember that there are data which proves that investing in long term brand building
via advertising, media and brand activation strategies are mission critical for long term
profitable growth.
13) Make sure creative briefs include consumer perceptions ,feelings,,and attitudes
because two brands, Miller Lite Beer and the Visa Card created loyalists by doing that*
14) Target consumers who respond to brand advertising not price promotion advertising
to drive greater interactive impact with your brand.
15) Prioritize non price driven users since they drive profitable revenue growth ,both short
term and over time.
16) Associate your brand with purchase occasions that are relevant to loyalists.
17) Create messaging programs that facilitate customer recall leading to profitable
purchases by loyalists.
*A more accurate description of GenerationZ: Screenagers…because they are the first
population cohort to grow up with nothing but screens of all kinds in their line of vision .