41: Turning brand awareness into loyalty: Insights from Herbalife CMO Hanan Wajih
About this episode
Alan Hart interviews Herbalife CMO Hanan Wajih about transforming brand awareness into customer loyalty through effective marketing strategies.
How can marketing help turn brand recognition into meaningful connections? I n today's episode, Alan Hart speaks with Herbalife CMO Hanan Wajih about how she views marketing's role in helping lead enterprise transformation by strengthening the brand, sharpening the company's storytelling, and equipping distributors with better tools and content to better support customers. Hanan explains that Herbalife's current opportunity is not awareness, but familiarity, because many people know the name without fully understanding the company's purpose, product quality, innovation, scale or distributor model. She points to the company's broad reach — from nutrition clubs and distributors to sports partnerships and product innovation — and explains why that scale makes clear, consistent storytelling and increasingly personalized engagement more important than ever. For marketing leaders, her comments suggest three practical priorities: continue investing in brand building as a long-term driver of trust and loyalty, use tec hnology to make content and engagement more relevant at scale, and help teams build the skills needed to lead through ongoing change. Hanan also shares her perspective…
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