The new code of loyalty

This article gives a different view of brand loyalty, arguing that measuring loyalty by length of association is old-fashioned, and in the modern, choice-rich world depth of association is more important.

The new code of loyalty

Shaziya KhanJWT

Loyalty cannot be taken for granted in a choice-rich world. The good news, however, is that all brands, both old and young, can apply a new code to help them refresh and recruit loyalty.

Brand loyalty uncovered

This article is part of a collection of pieces on brand loyalty. Read more.

The old code of trust defined old loyalty - such as long-lasting association ('for generations we have been using…'), well-known names ('household name'), dependable quality ('standard company') - which evoked trust and won loyalty.

But now there is a...

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