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For B2C Marketing Professionals

A New Approach To Brand Loyalty

Loyalty Marketing Must Take The Brand Beyond Points And Programs

April 1, 2011

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  • By Luca S. Paderni
  • with David M. Cooperstein,
  • Cory Munchbach

Why Read This Report

Most chief marketing officers (CMOs) have a tactical view of loyalty marketing. They tell us that their approach, while necessary, has unclear objectives and focuses too much on short-term financial goals. This approach generates erratic results and a lack of differentiation. The time is right for marketers to make loyalty marketing a key component of their brand strategy and a key enabler of compelling and consistent brand experience. To reap all of the benefits from their brand loyalty strategy, senior marketers must make sure that they define compelling customer value at each stage of the customer life cycle and get top management buy-in to activate all departments around the brand loyalty strategy goals.

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Table of Contents

  • Most CMOs See Loyalty Marketing As A Tactic
  • Loyalty Has To Graduate From Promotion To Strategy

  • Brand Loyalty Strategy Requires Executive Buy-In Across The Company

  • Going The Extra Mile To Gain Brand Preference
  • Supplemental Material
  • Related Research Documents