You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.


Key reading

Build loyalty

Build brands and build loyalty

Giles Hedger argues that, instead of addressing 'brand loyalty' as a separate marketing objective, loyalty should be considered the natural consequence of good brand building. The paper also discusses the two types of loyalty – that based on unalterable facts, and that based on personal choice.
Not a subscriber? Download this sample

How to foster brand loyalty effectively

Brand loyalty is a commonly-used marketing term which is not precisely defined or understood.

Why loyalty is not the Holy Grail

Byron Sharp and Kate Newstead on what marketers are getting wrong about loyalty.

Customer relationship management

Ten CRM issues that need to be tackled by marketers, from data integration to customer centricity.

Loyalty: It's not just in the cards

Practical advice for developing loyalty programs, with examples from Safeway, Koreger and Dunkin' Brands.


Latest case studies

Virgin Media: Voice of our brand

This case study describes how Virgin Media initiated a programme of behavioural frameworks and coaching materials to deliver a branded experience with remarkable results.

KIA After Sales: Winter check-up

This case study demonstrates how KIA Motors, the automotive maker, grew rates for car check-ups in Italy.

MarcoPolo (now Unieuro): Time machine

This case study describes how MarcoPolo Expert, the electronic chain store in Italy, implemented a loyalty program to build customer fidelity.

Johnnie Walker Houses

This case study describes how Diageo established Scotch whisky as part of a sophisticated and luxurious lifestyle in China by creating an embassy for whisky culture: The Johnnie Walker House.

Latest articles

Stakeholder preference and stated vs derived importance satisfaction research

This paper presents a case study that reveals how stakeholders in the research process, by recommending specific data collection and analytical techniques, exert significant ‘hidden’ influence on the decisions made on the basis of market research findings.

Marketing heaven postponed: The rise of the 'deletist consumer'

This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.

A priceless strategy for growth - and why MasterCard is no longer 'the best way to pay'

This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.

Point of View: The 'customer service myth'

This brief article highlights how poor customer service is due to corporations focusing on cost-cutting rather than growth.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com