Communicating a clear purpose, and building trust by offering real, personalized value are the secret ingredients that drive brand loyalty these days, say leading marketers from Adobe, British Red Cross and Moonpig.
There’s a whispered fear among marketing circles these days. A fear that customer loyalty might be, dare we say it, dead, in an era of rising costs, and changing consumer behavior. But that’s a myth, says Jamie Brighton, EMEA director of product marketing at Adobe, speaking at The Drum Live: “Loyalty isn’t dead – it’s just been reframed. Convenience helps build trust, and trust leads to advocacy, which ultimately fuels loyalty.”
He was speaking alongside Valentina Nũnez, head of brand engagement and marketing at British Red Cross and Alex Toft, general manager international, Moonpig. As it’s harder than ever these days to turn a single customer action into a lifetime of brand loyalty, the panel explored how brands …