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Long-Term CMOs Loyal to Brands

Most CMOs with more than 10 years of experience describe themselves as “extremely loyal” to specific brands, according to a survey of marketing officers at Fortune 100 companies conducted by LoyalTV.com, a video sharing website.

92 percent of CMOs with long-term experience say they are loyal to specific brands; of CMOs with only one to three years of experience, 86 percent said they were not brand loyal, writes Brandweek.

Of the brands to which CMOs give their loyalty, PetSmart, Whole Foods and Target top the list. Federal Express, The Weather Channel and Apple were also near the top.

60 percent of top-level marketers said they were more loyal to computer brands in general, while 46 percent said they were loyal to fashion brands. 71 percent said a brand’s environmental practices contribute to their loyalty.

Just 7 percent of CMOs surveyed said they were swayed by advertising. Most said recommendations by their peers outweighed marketing messages in determining what to buy.