Build brands and build loyalty
Giles HedgerLeo Burnett
You can't push people into becoming brand loyal, loyalty is rarely exclusive – even 'brand loyalists' can switch brand. So instead of pursuing the quest for the Holy Grail we need to stop thinking about loyalty, and return instead to brand building.
Brand loyalty uncovered
This article is part of a collection of pieces on brand loyalty. Read more.
I'm not a loyalty denier, I know that something akin to loyalty exists. I know that a so-called loyal customer is more valuable, head for head, than a disloyal customer....