Is couponing a strategy that helps build long term loyal customers?

First, think about your marketing strategy for a second and regardless of a coupons ability to bring (lasting) brand value to your consumer, as important, is the need for trade support. The all important need to add value to the trade relationship is a mandatory and couponing is a retail traffic builder.

We helped our clients drop billions (yes, billions) of coupons over the years and we see couponing as a significant tool in the marketing mix. As a matter of fact when used in conjunction with other sales building vehicles/tools, coupons effectively increase the register ring with multiple, cross category purchases if used in tie-in programming and other meaningful sales programs.

• They help build awareness when used in in-home FSI or other direct mail solutions.

• They can be used as defensive strategies to offset a competitors program used as regional overlays or on a national program.

So back to the original question, lasting brand loyalty, maybe, but the fact is they are an important part of a brand marketers necessary toolkit and shouldn't be discounted.

Elizabeth Gilbert's best-selling 2006 memoir launched a self-discovery movement that could best be described by its full title: Eat Pray Love: One Woman's Search for Everything Across Italy, India and Indonesia.

Although Sony Pictures has simplified the title, the ongoing search for "everything" remains an integral part of the movie release Friday -- especially if "everything" includes the slew of merchandising items, from the "I Deserve Something Beautiful" lotus petal necklace (Dogeared Jewels and Gifts, $72) to the "Only True Love Remains" organic tee (Signorelli, $45) to the official prayer beads (World Market, $4.99).

To understand the enormous potential of branding we must first, try to define branding. It is still a work in progress for most. As much as it is a consumer tangible, it's equally important to note that it's an internal structure that keeps everyone focused on the reason to rally behind the company's products, goals & culture. It's a mechanism for efficiencies. It's crafting an effective go-to-market strategy that has meaning. Not empty promises. It's investing in your employees to release their potential. It's communicating effectively to the entire organization about the reasons to believe. It's accelerating customer commitment. It's understanding the customer like no other. It's investing in innovative customer solutions.

Second, make sure to keep the customer at the heart of everything you do. No reason not to reexamine internal processes that have taken a priority over customer needs. No reason why we should be tampering with cheapening ingredients that have made our products a success in the marketplace.

Building a brand is a long term endeavor where significant resources must be supporting the end goal. Hint: Sales! It doesn't stop every time the market sees a downturn. As a matter of fact, this is where the winners will come from. They know that when things start to "zig", you've got to "zag".

So buckle up you brand marketers, sales growth will happen when you get busy and dig in to understand the customer, their needs and shape your organization to meet those needs. That's "Brand Aid" to the rescue.

Excerpts from Linkedin.com discussion:

Nic Stover - Chief Marketing Officer and Partner at PrimeTYME Media, LLC

Is Branding Dead? Should it be?

The economy has altered everything. What, in your opinion, has it done to the great branding tsunami?

Personally, I am leery of trends to the extent of being downright argumentative--I know, hard to believe, eh--and the brand band wagon was no different. Not that it's principals weren't sound--they were and still are today. What got me worked up on the brand discussions was that it seemed to be so hard for so many people to understand. Hundreds--nay, thousands--of books and articles were written on the subject. Conference after conference were dedicated to this one very important subject. Everyone was chatting it up, but very few people seemed to understand it, much less make it work. We even talked about those who "got it," and those who didn't.

But ever since the recession/depression hammer dropped and the world changed, I haven't heard much more about branding than the few reminiscent echoes.

So, back to my question. Is branding dead? Should it be, or should it be transformed?

Dave Wohlner • I could write volumes on this subject. So instead, let's get to the heart of the question. Is branding dead? No! To understand the enormous potential of branding we must first, try to define branding. It is still a work in progress for most. As much as it is a consumer tangible, it's equally important to note that it's an internal structure that keeps everyone focused on the reason to rally behind the company's products, goals & culture. It's a mechanism for efficiencies. It's crafting an effective go-to-market strategy that has meaning. Not empty promises. It's investing in your employees to release their potential. It's communicating effectively to the entire organization about the reasons to believe. It's accelerating customer commitment. It's understanding the customer like no other. It's investing in innovative customer solutions.

Second, make sure to keep the customer at the heart of everything you do. No reason not to reexamine internal processes that have taken a priority over customer needs. No reason why we should be tampering with cheapening ingredients that have made our products a success in the marketplace.

Building a brand is a long term endeavor where significant resources must be supporting the end goal. Hint: Sales! It doesn't stop every time the market sees a downturn. As a matter of fact, this is where the winners will come from. They know that when things start to "zig", you've got to "zag".

So buckle up you brand marketers, sales growth will happen when you get busy and dig in to understand the customer, their needs and shape your organization to meet those needs. That's "Brand Aid" to the rescue.

Influencing purchase decision at the shelf.

If two-thirds of consumers make their choice at the shelf, then you'll need something that not only motivates consumer behavior but creates brand equity for long-term revenue growth.

Packaged for Sucess

Break through the clutter and capture consumer attention. Get the results you need with superior brand performance, brand awareness and increased sales.

LSC leads the field of Below The Line ad agencies. Our agency excels at designing, developing and implementing sales, marketing and promotional programs for Fast Moving Consumer Products.

Linear SC, Inc. (LSC) was founded in 1989 by Dave Wohlner. Originally located in the south of market area of San Francisco, California, LSC is now located in San Leandro, California. A 30 minute drive just south of San Francisco.

LSC is an ad agency for many types of industries. Our work has spanned multiple categories including financial, banking, real estate, agriculture, consumer products, construction, manufacturing, education, arts and entertainment, software and hardware. Our relationship with clients of all sizes allows us to add depth and understanding to our working relationships. Regardless of your company or organizations size, we do our part in creating innovative and contemporary sales and marketing programs that help to grow your companies bottom line. We would be delighted to assist in your efforts and welcome any questions that you may have. Feel free to contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it for more information.