In my opinion, The Loyalty Effect remains the definitive book written on Loyalty Marketing. Authored by Frederick Reichheld of Bain & Company in 1996, it was required reading for the team at Frequency Marketing as we completed our Loyalty Marketing “basic training”. Reichheld postula...
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Consumer brands are not only tough to establish, but expensive in the process. The investment and impact both have long term implications, so most companies exercise extreme care in crafting their intended message. Brands within categories tend to share turf. Soft drinks are young and fun, while ban...
Read More →Boomers are often guilty of criticizing members of Generation Y for spending all of their time in front of their PC’s playing online games or watching videos on YouTube. If these are the addictions of Gen Y, then sports on TV must be the Boomers’ equivalent. The television and cable netw...
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There are some truly wacky takes on loyalty marketing and rewards programs that have to make you smile. Over the years, I have run across a host of misguided consumer value propositions and program ideas that just don’t work. Different than pairing up a tux with sneakers for a formal gala, the...
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