In Pursuit of Loyalty?
Jun 2013 17

For the sake of level setting, I’m defining loyalty as “a sense of duty or of devoted attachment to something or someone.” This definition leads me to believe that loyalty requires an emotional attachment that many brands may not command nor are many customers willing to offer. Even suggesting “loyalty” could send them running the opposite direction.

If, however, we are able to achieve a degree of customer loyalty, studies suggest the attachment will be based on our ability to meet or exceed our customers’ expectation of our values, product quality, etc. It will be rooted in the way we communicate with them and the experience we create. It absolutely will not be based on the discounts or points our customer might receive by continually purchasing. Should our ability to deliver on these expectations or the experience change, so will her loyalty. And quickly.

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Coca-Cola Gets Personal in Europe with “Share a Coke” Campaign
Jun 2013 17

Summertime is a great time for sharing soft drinks—and Coca-Cola wants to make the most of it in a very personal way with the “Share a Coke” campaign, launching across Europe this month.

“This month we’re swapping our names with yours,” proclaims the world’s leading soft drink in a concept that has a country’s most popular names showing up on Coca-Cola bottle labels. In Great Britain, for example, Coke bottles on shelves this summer will feature 150 of the UK’s most popular names. In addition, Share a Coke vending machines will be on tour so Coke fans can personalize their very own Coca-Cola or Coke Zero bottle. The company is also encouraging Facebook users to create a virtual personalized Coke can to share with someone.

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Battle For World’s Most Valuable Consumer
Nov 2013 11

I stumbled upon this article and it struck me. We have been overly swamped with our major target being 18-35. We do not even bother investigating anymore; once we identify a brand problem, our target audience remains 18-35.

This article by which was a speech by Type A at a conference is full of mind-changing insights.

Battle For World’s Most Valuable Consumer

Good morning boys and girls.

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