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
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
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
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.
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.