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Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game by Peter Fisk

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11 MOBILIZE . . . GROWING FURTHER AND FASTER TOGETHER CHANGE YOUR RELATIONSHIP

11.1 RELATIONSHIPS . . . LOYALTY TO EACH OTHER, NOT TO BRANDS

Brands are obsessed about building relationships – from loyalty cards to membership clubs, relationship marketing and net promoter scores. The reality is that customers trust other customers far more than they trust any brand, and are much more interested in connecting with other people like themselves. Today, the best brands facilitate relationships between people who share common purpose and passion. This enabling role builds a community or, better, a movement of advocates.

The millions of dollars invested in the pursuit of customer loyalty is usually futile. Recognizing the huge potential lifetime value of an ongoing ...

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