Yannick Lefang, Eng
August 4, 2026
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For decades, marketers have been taught that brand loyalty is the ultimate measure of success. Companies invest millions of dollars building awareness, strengthening brand equity and increasing customer loyalty, believing that consumers who love a brand will continue buying it over time. This assumption has shaped brand tracking, marketing …
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Ecobank’s customers favor insurance over everyday payment tools
Ecobank wins on reach and care, convenience is the gap
Ecobank’s awareness has nearly doubled yet its user share has barely moved
