Building brand loyalty
Iconic names focus on customers, personal touch.
South Bend Tribune
February 3, 2011
Leaders of four "iconic" Midwestern brands told the American Marketing Association's Michiana Chapter that the person-to-person contact — as well as virtual sociability — builds brand loyalty.
The panel — Michael Buhler of Leelanau Coffee Co. in Glen Arbor, Mich.; Tim Surprise of Arcadia Brewing Co. in Battle Creek, Mich.; Denny Fuller of Little Crow Foods in Warsaw; and Mark McDonnell of LaSalle Grill in South Bend — addressed some 100 chapter members at a lunch recently in Mishawaka.
"These are iconic brands," said moderator Carol Phillips, a brand strategy professor in the University of Notre Dame's Mendoza College of Business MBA program and owner of Brand Amplitudes.