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
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...