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 more concrete, and tied less to memory, visitation or accumulation and more to loyalty creation. Loyalty isn't as nebulous as you might think. But it also isn't a lot of things people call it.
To begin, let's dispel one of the most incorrect analogies. Awareness is...