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 m