The Invisible Touch - The Four Keys to Modern Marketing," believes that there is brand habit, brand affinity, brand preference, but not brand loyalty.
Branding is important, Beckwith believes. In fact, brand is the second of the four keys to modern marketing that he writes about. But unlike many marketing experts, he believes that brand loyalty is getting harder and harder to find.
Build a brand, Beckwith advises. Or buy one. Or align yourself with a brand. It will increase your sales.
Your brand is everything that prospects and customers think about you in the marketplace. Try to build loyalty with your customers. But don't set your expectations too high.