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Marketing NEWS

Building brand loyalty

Iconic names focus on customers, personal touch.

by Gene Stowe
Publication: 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.