This article discusses brand loyalty and how to achieve it. The difficulties include the fact that: people have fewer long-term relationships anyway; markets are increasingly commoditised; markets are complicated and cluttered; people are happy to take rewards without altering their behaviour; and people see through technological advances such as personalised letters.
Make people feel good and they will feel good about your brand
Carole Lowe,
Like many marketing adventures, it began with a book. The Loyalty Effect(1) set about explaining how, from only small improvements in customer retention rates, significant increases...
