Mythbuster: Loyal facts

Les Binet and Sarah Carter

In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom.

Mythbuster: Loyal facts

Les Binet and Sarah Carter

“We need to grow the brand by increasing loyalty.” “We need to change the brand image so as to improve brand loyalty.”

It is pretty rare nowadays to come across marketing documents not containing these sorts of objectives. Why is marketing so obsessed by loyalty? Grrr.

A survey by LBS showed that company boards regard loyalty as the single most important measure of brand health. Data from the IPA dataMINE suggests that campaigns that aim to improve brand loyalty outnumber those with a penetration objective 2:1. The blind pursuit of loyalty seems...

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