Building loyalty and engagement with big data and gamification doesn’t mean you have to lasso the moon.
Strategic marketers like Coca-Cola‘s Taylor Miffleton talk a lot about brand love. After all, it’s the purest form of loyalty. Brand love emerges only after consumers make a primal connection with a product or service – a bond that’s stronger than the lure of lower prices or snazzy new features.
Not long ago, cultivating brand love required equal helpings of hard work, patience and luck. But few companies today, no matter how hard they work, can afford to patiently wait for consumers to come around, and counting on a surfeit of good luck isn’t much of a strategy. [ Full Story – Huffing Post – February 7, 2014 ]