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...