Howdy. Welcome to the latest Frisk special.
We’re deep into 2015 now – still not quite sure how that happened, something to do with the Higgs Boson probably – and it’s been making us think a lot about the subject of Loyalty.
Did you make a new year’s resolution? And if so, did you stick to it? We’ve found a fairly even split between people who’ve remained loyal to their self-imposed vows and those who gave up after about fifteen minutes...
Of course, Loyalty spreads much wider than simply remembering to cycle to work because you told everyone you would. Giles Hedger’s Admap piece, which you’ll find within, posits that we need to think about brand loyalty as an outcome of successful brand building. We’ve also spoken to Canvas8, who suggested that a key facet of building customer loyalty is to be a bit annoying and rude, as well as quizzing the team in Arc Sponsorship for their views on the loyalty journey. And, as ever, we’ve picked the brains of the Planning department to get their own entertainingly disparate views on the subject.
So, plenty there to stimulate the ol’ grey cells. I do hope that you enjoy what you read. If so – or indeed, if not – be sure to fire some feedback into the Twittersphere: the handle’s @LeoBurnettLDN.
See you next month for more of this thoughtsmithery.
Senior Knowledge Editor Leo Burnett London