Brand flings: How to retain customer loyalty

THE creation of a new brand is no quick fix.

We know the challenges and the statistics are quite frightening: nine of 10 new brands fail. Add to this the cost of establishing a brand – to map its whole brand strategy, its values, its positioning, the visual ID, communication campaign, channels of delivery and then its gradual inching through the retail shelf space, etc. – and all of us in the business know it’s a long haul.