Sam Hill and Glenn Rifkin, authors of Radical Marketers, testify to the ability of brands like Harley-Davidson, Iams, Snap-on Tools and the Grateful Dead to generate powerful customer loyalty. “Radical marketers,” they say, “tend to succeed by finding a consumer base they understand and sticking with it for the long term.”

That principle was borne out in my research for When Growth Stalls. Brands that were the most successful over the long term were the most consistent in pursuing and wooing a well-defined customer base. Building awareness, credibility and affection take a great deal of time and focus, and they can neither be acquired overnight nor taken for granted.

It’s a lesson that companies like GM and Chrysler long ago forgot. And one that all of us–no matter our company or industry–would do well to remember.