Emotional Loyalty: The Key to Marketplace Success
By Garth R. Hallberg
Published in Ogilvy & Mather's Viewpoint, January, 2002.
Bonding consumers to your brand can increase revenues and market share exponentially. Powerful new research, based on more than 400,000 interviews worldwide, reveals that the key to sales growth and brand leadership is the level of emotional loyalty of a brand's customer base, particularly the emotional loyalty of high-value customers. A customer's sales grow steadily as their emotional loyalty increases, but increase dramatically if and when they reach the top of the emotional loyalty pyramid, and become bonded to the brand.
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