CHAPTER 4
TRUST
Don’t Let Me Down
Do what you say.
Although academics have debated the specific definition of brand loyalty since the 1950s, most business leaders would agree that building a strong relationship with a loyal customer base provides competitive and economic benefits. Whether we define brand loyalty as repeat purchases, a predisposition to a brand, a brand that is a favorite and the only one you’ll buy, or all three, it’s relatively safe to say loyal customers cost less to keep and are more likely to recommend a brand than nonloyal users. Similarly, loyal employees are more productive and cost less to train than new or disgruntled ones. Ultimately, brand loyalty enhances profitability.
Over the three years my team and I spent deconstructing ...
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