According to McKinsey & Company, two-thirds of buyers fail to make a repeat purchase and up to 90% of products fail to become brands. Typically, firms lose 20%-40% of their customers annually. And 15% of customers at most firms are unprofitable.

This underscores why traditional branding based on mass-economy techniques no longer works. What is required is FusionBranding — a new effective approach to branding based on the customer-economy principles of profitability, sustainability and accountability.

FusionBrand is a brand and customer loyalty consultancy that uses brand and measurement systems that find qualified prospects, grow customer sales and measure results. The result is increased profit.

Whether business-to-business or business-to-consumer, companies can no longer afford unfocused, expensive customer acquisition strategies. What is now required is a consistent ability to establish, maintain and grow profitable relationships with customers. Key elements of this strategy include data collection and analysis, effective customer, dealer and employee communications, and customer planning as well as traditional sales, advertising, public relations and other marketing tactics.

At the heart of our company are four core principles that power the development and growth of profitable brands:

• Research and Analysis
  Extensive primary and secondary research uncovers current and future product, market, customer, internal and competitor realities to ensure your brands profitably meet requirements and proactively respond to threats and opportunities.
  
  
• Measurement
  Without measurement, there is no accountability, and without accountability, resources are wasted, and products, processes and brands cannot be improved. FusionBranding is based on multiple benchmarks, including retention, winback/recovery, service levels and, of course, customer profitability. Lead, campaign and sales systems are vital to ensure measurement and execution.
  
  
• Operational Excellence
  Many companies and/or products fail because marketing makes promises the organization or the channels cannot meet. To help ensure consistent responsiveness, quality and service, FusionBrand assists with programme development for training and education, customer service, support and customer, channel and employee relations.
  
  
• Customer Equity
  Ultimately, what really matters to a brand is profitability growth based on continuing customer loyalty. While most agencies only have a short-term focus on acquisition regardless of profitability, we focus on ensuring the retention of loyal customers. Not only does this ensure cost-effective acquisition, it also creates brand ambassadors, reduces internal service costs, attracts dealers and other channels, and blocks competitive inroads. Most importantly, customer loyalty ensures that customers are buying from you based on value, not on price.