Wednesday, February 16, 2011

Are you furthering brand loyalty?



Those who have been doing business with you for the longest time - for example, the young girl who used your bank since her first job 18 years ago, upgraded her credit card a few times, taken a few home loans with you. In that time she got married, have kids, bought her home, and a few properties for investment. You “witnessed” her life in her transactions with you. Have you treated her relationship with you as transactional? Why do you deserve her loyalty? She is coveted by your competitors.

The same can be said for a lot of brands. The person who has been using your concentrated washing powder for the past 20 years, the guy who has been drinking your milk since he was in college and the grandmother who has been using your medicated oil on all her 15 grandchildren. You get the idea.

Question is – how have you furthered the brand loyalty? How have you rewarded this loyalty?

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