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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

The Irish Times. You Are What You Read.

This case study details how the 2015 campaign 'You Are What You Read' has significantly increased readership of The Irish Times and marginally increased sales in a declining market.

Big, bold and singleminded: From UPC to Virgin Media - The story of 2015's most successful Irish brand transformation

This case study describes how UPC, an Irish telecoms company, rebranded into Virgin Media and ran a campaign retaining what was best about UPC while creating a new telecommunications brand rooted in Ireland.

SuperValu: How a brave local brand defied the forces of globalisation

This case study shows how SuperValu, a local Irish retailer, wrestled back leadership from Tesco and defied the forces of globalisation thanks to a new digital campaign.

AIB: Back from the Brink of Brand Extinction

This case study describes how AIB, Ireland's largest bank, recovered from the brink of brand extinction through a course of strategic marketing and groundbreaking communications solutions.

Latest articles

Officeworks: Creating a customer-centric brand

This case study describes how Officeworks, an office supplies chain, achieved record growth by shifting its focus from being product-centric to customer-centric.

What we know about the Net Promoter Score (NPS)

This article surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Australia Post: How a 200 year old brand transformed its customer experience for the digital age

This article details how Australia Post, a 200 year old brand, transformed its customer experience to embrace digital solutions and build a more customer-centric organisation following a poor financial result in 2014.

How Domino's uses mobile to connect with customers, improve experiences and increase sales

This event report looks at Domino's, the pizza takeaway, and its innovations in new technology, notably in immersive mobile experiences to drive the company into the 'front and centre' of people's minds.

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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