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Key reading

Build loyalty

Build brands and build loyalty

Giles Hedger argues that, instead of addressing 'brand loyalty' as a separate marketing objective, loyalty should be considered the natural consequence of good brand building. The paper also discusses the two types of loyalty – that based on unalterable facts, and that based on personal choice.
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How to build long-term brand loyalty

Building long-term loyalty in a world that has often relied on short-term rewards.

Why loyalty is not the Holy Grail

Byron Sharp and Kate Newstead on what marketers are getting wrong about loyalty.

Customer relationship management

Ten CRM issues that need to be tackled by marketers, from data integration to customer centricity.

Loyalty: It's not just in the cards

Practical advice for developing loyalty programs, with examples from Safeway, Koreger and Dunkin' Brands.


Latest case studies

Epiphone: The Les Paul Skill Check

This case study shows how Epiphone, the American guitar brand, launched a new signature Gibson Les Paul in Germany with a Shazam challenge to engage guitar players.

IRN-BRU's Tartan Army

This case study describes how Scotland's leading carbonated drink, IRN-BRU, created time-limited individual tartan labels to create buzz and engage their loyal fan base.

Frylight redesign

This case study describes how Frylight reinvigorated their brand design in order to focus on its core benefits and achieve a better shelf presence.

Uni Noodle: House of Little Moments

This case study describes how Uni-Noodle, the Taiwan-based instant noodle brand, developed an emotional connection with young customers.

Latest articles

Capturing consumption emotions in service encounters: Why immediacy matters when studying service-related emotions

This paper examines the methodological arguments for using 'SMS diaries' to capture the emotions experienced by consumers of services at the very moment they are being felt.

Stakeholder preference and stated vs derived importance satisfaction research

This paper presents a case study that reveals how stakeholders in the research process, by recommending specific data collection and analytical techniques, exert significant ‘hidden’ influence on the decisions made on the basis of market research findings.

Marketing heaven postponed: The rise of the 'deletist consumer'

This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.

How DuPont builds apps for multiple markets

This event report offers an insight into how DuPont, the conglomerate, created two mobile apps to support its agriculture business in multiple markets.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com