As a marketer and a client, I recognise that loyalty is an over-rated concept and trends are changing more rapidly, which requires us to refine and explore more ways to engage over time. I also see the encounters for what they are; needing to share a promise rather than a claim.
Even with a fleeting amount of attention granted, consumers are more interested is knowing their brand experience is with an honest company that is transparent in how they deliver and what they stand for – with or without a sale.
It’s the good agencies we rely on to understand our essence and present our message in a frank/honest/hilarious/meaningful/etc way – better than we ever could ourselves – to give us our best shot at being a successful business over time.
Liking your articles, Dan. Keep up the good work!