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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

Homecooking with Wedel

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.

Betadine: 'Supporting my journey' - A social media program that follows the progress of five people to reach the goal of completing a triathlon for the first time.

This case study shows how Betadine, an OTC pharmaceutical brand, encouraged young people across the Middle East to adopt a more healthy lifestyle through a social media campaign that followed five people on a fitness journey towards competing in a triathlon.

McDonald's: Reasons for Lovin It

This case study shows how McDonald's launched a zero-budget Facebook campaign aimed at Jordanian teens that used a strategic partnership with an acapella band - and reinforced the brand's positioning as loving, young and dynamic.

Under Armour: Game Changer

This case study shows how Under Armour, the sportswear brand, promoted the release of its Curry 2.5 shoe in the US by making the Stephen Curry character in an NBA video game ultra-powerful for a limited time.

Latest articles

Heathrow Airport: Understanding every aspect of the passenger journey

This article looks at how Heathrow Airport, London's main and the UK's largest airport, transformed its service by taking a holistic view of the passenger journey.

How Zurich Insurance is using AI to deliver a better customer experience

This event report describes how Zurich, the multinational insurance provider, has integrated artificial intelligence into its customer service offering.

Clearing the Path to Action in Superannuation: How insights from a multi-pronged research program provided a clear roadmap to effective marketing

This paper describes a research project in Australia by Mercer, the financial services organisation, to encourage existing customers with superannuation (pension) policies across multiple providers to consolidate their funds into a single plan managed by Mercer.

Australia Post: How a 200 year old brand transformed its customer experience for the digital age

This article details how Australia Post, a 200 year old brand, transformed its customer experience to embrace digital solutions and build a more customer-centric organisation following a poor financial result in 2014.

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Monique Dolbin


Monique Dolbin
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Asia Pacific

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