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Nine Drivers to a Healthy Brand

John Eckmire

Cancer grows in apparently healthy people when their immune systems are weak. At some point, its symptoms lead the victims to seek expert advice. Only if the expert makes a correct detailed diagnosis and immediate action follows will the victim survive.

Brands get their form of cancer when a weakening relationship with their customer base reduces their immunity to competitive encroachment. The trouble is, brand owners may not seek expert advice and thus can misdiagnose the root cause of business weakness. Diagnosis is too often superficial or wrong. Marketers leap into action with expedient actions such as freshened creative, loyalty programs, discounted prices and so on. But they can be spending money on the wrong medicine. What is needed is a reliable diagnostic instrument to assess the complexities of a brand's relationship with its customers - its Brand Health.

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