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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.
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How to build long-term brand loyalty

Building long-term loyalty in a world that has often relied on short-term rewards.

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

Epiphone: The Les Paul Skill Check

This case study shows how Epiphone, the American guitar brand, launched a new signature Gibson Les Paul in Germany with a Shazam challenge to engage guitar players.

Kytta brand re-staging

This case study describes how Kytta – an ointment principally sold in Germany – repositioned its brand to break a cycle of lack of return on marketing investment.

National Bingo Game: The Winning SHOUT!

This case study details the UK's National Bingo Game Association's campaign to protect the bricks and mortar bingo-halls from the broad implications of the financial crash.

Uni Noodle: House of Little Moments

This case study describes how Uni-Noodle, the Taiwan-based instant noodle brand, developed an emotional connection with young customers.

Latest articles

Banking on data: How Barclays tailors services to individuals in Africa

This event report explains how Barclays, the bank, has used data in three different ways to improve its sales ad customer service in South Africa.

How consumer brand advocates can engage Australia’s millennials

This article covers how brands can build brand resonance among Australian millennials by using loyal customers and influencers as brand advocates on social media.

Capturing consumption emotions in service encounters: Why immediacy matters when studying service-related emotions

This paper examines the methodological arguments for using 'SMS diaries' to capture the emotions experienced by consumers of services at the very moment they are being felt.

Revving up sales: How Castrol got motorists and mechanics to tune in

This event report explains how Castrol, the motor oil company, developed a gadget that helped customers monitor the health of their cars - increasing sales in the US.

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