Life is not a shopping cart: three keys to building brands and improving customer loyalty

Purpose – With the average consumer receiving six million marketing messages each year, it is increasingly difficult for marketers to achieve their desired impact. The purpose of this article is to provide ideas on sustaining brand loyalty in a crowded marketplace. Design/methodology/approach – The paper cites a recent study to explain the reason for a disconnect between consumers and marketers, and why some brand loyalty programs fall short. It then provides the author's ideas for rebuilding a relationship with consumers, citing examples from the Air Miles Rewards Program. Findings – By incorporating the three ideas presented within the article, it is believed that marketers can create deeper, more meaningful, relevant and mutually beneficial relationships with their customers. Practical implications – Although consumers are assaulted by six million marketing messages each year, marketers can still take steps to keep their customers loyal. The paper reminds marketers that a brand is a promise and offers ideas on sustaining brand loyalty among consumers. Originality/value – The paper examines results of a recent survey which shows a disconnect between marketers and their marketplace. It then provides ideas on repairing that disconnect.