Build brands and build loyalty

Giles Hedger
Leo 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. What I don't know, is why loyalty has become a separate branch of marketing enquiry, when in reality it is a consequence of brand health and a characteristic of all successful brands. In our search for loyalty strategies, we should look no further than the strategies that make brands successful in the first place.