Why preferred brands grow faster.

Modern consumers have incredibly high expectations of brands. At the same time, their purchasing behaviour varies widely.
In the past, brand preference was mainly the outcome of brand loyalty, advertising and smart promotions. It was seldom the ambition. Striking, given extensive research showing that brand preference correlates strongly with market share. In light of this, why are so few marketers focused on building preference with consumers? One reason is that not enough is known about brand preference as a strategic instrument. That is why we started the Brand Preference Center.

"The traditional brand funnel turns out to be more of a marketing dream than a consumer reality. Declining brand loyalty calls for a stronger focus on brand preference during each customer journey."

- Ed Stibbe, Cofounder, Brand Preference Center

How to become a preferred brand

The Brand Preference Center helps brands become leaders in preference.
Based on extensive research across a variety of categories, we have developed a "Brand preference" model. The model defines five factors that have a significant impact on the growth of brand preference. The power of the model lies in its simplicity. It brings all pillars of marketing in the digital age back into one, consumer-led model.

Our focus is on two areas:

1. Knowledge: sharing our though leadership on how brand preference works in the digital age
2. Insight: delivering actionable insights to increase brand preference and build long-term growth

"In modern marketing, brand preference equals market share. Therefore brand preference influences all elements of the marketing mix along with the organization."

- Ed Stibbe, Cofounder, Brand Preference Center