Love, Friendship And Brands: The Inadequacy of Metaphor
Infidelity, Inertia and Unsegmented Markets: The Impossibility of ‘Alienating’ Consumers And Why Marketingland Needs To Man Up
'Iconic' Brands: The Illusion of Love And Why Size Really Does Matter
Uncategorizedmartin weigelbehavior, behaviour, branding, brands, buyers, commitment, Evian, fans, iconic, loyalty, nike
If You Want To Succeed, You've Got To Assume No-One Cares
Uncategorizedmartin weigelbrand, brand love, commitment, Dirichlet, ehrenberg, fans, love, loyalty, share of requirements, zealots
The Unimportance Of Brands And Why All Good Marketing Content Has Utility
Uncategorizedmartin weigeladvertising, branding, choice, consistency, freshness, light buyers, low involvement, low involvement processing, loyalty, utility
The Truth About The '80:20 Rule' And The Dangers Of Received Wisdom
Why We Should Stop Worrying So Much About Loyalty And Relationships, And Focus On Getting A Lot Of Penetration
