Don't be like Starbucks and lose sight of customers' brand ideals

Brand loyalty is not the same as awareness or satisfaction; it is the consumer-to-brand bond that ensures future purchase.

Don't be like Starbucks and lose sight of customers' brand ideals

Robert Passikoff

If you're getting tired of relying on the definition of 'loyalty' as being something that you'll recognise when it visits itself upon your brand, or some sort of point scheme your advertising agency recommended, take heart. I can offer up something more concrete, and tied less to memory, visitation or accumulation and more to loyalty creation. Loyalty isn't as nebulous as you might think. But it also isn't a lot of things people call it.

To begin, let's dispel one of the most incorrect analogies. Awareness is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands