I believe that the future of brands lies in making loving fun

This essay argues that the marketing industry needs to rethink what 'loyalty' means and what it can do for businesses.

I believe that the future of brands lies in making loving fun

James BoardmanMEC Sydney

Marketing's debate about loyalty is fundamentally flawed. Our industry needs a total reframing of what loyalty actually is and a better understanding of what it can do for our clients' businesses

Loyalty to brands is a lot like loyalty to bands. Bands would love to believe that they are the favourite above all others. Every Bono pronouncement, every John Mayer break-up, every Justin Bieber misdeed will be embraced or forgiven because "the Beliebers" or "Directioners" will forgive anything in their devotion. But, that's just...

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