Northwestern’s Eric Anderson on Brand Loyalty

Great piece on NPR’s Marketplace last week.  Northwestern marketing professor Eric Anderson spoke with Marketplace host Kai Ryssdal about the impact of the current recession on brand loyalty.  Anderson made some important points about balancing the need to show short-term tactical results with consideration of the long term strategic impact of advertising.  In particular, he recommends investments in building equity by aligning brands with themes that consumers are concerned about (e.g., the environment) rather than focusing on short-term promotional initiatives.  Good advice for those concerned about the long-term health of their brands, as Anderson cites decades of research that shows share loss to private label brands tends to be permanent – a topic that has received a lot of attention recently.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

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