This could be termed the era of consumer empowerment where brands must work hard to gain attention and purchasing patterns that lead to loyalty. Brand affection is pivotal. Gary Reisman, Founder and CEO of LEAP Media Investments, recently released an article on brand loyalty among airlines. But emotional attachment to brands extends to every product category. "It's important for anybody, not just airlines ... the point is, as we've always said, that people buy things not based on being 18-49 or having done something six months ago or two days ago," he says. "They buy things because they have a desire -- and that desire is built on a need."
A New Way to Buy Media in a Time of Shifting Viewer Patterns
