Product or brand loyalty strategy?
I love Frosted Flakes. It's one of the staples of my childhood, and I indulge myself every so often. But does that mean I love every other Kellogg's cereal? No. At the same time, I love what Apple does with all its products, and I'll be interested in just about any product it puts on the market, because it's Apple. For some companies, the idea is to create a loyalty strategy around certain products, while for others, it's about a larger brand umbrella.
Which strategy is best? I think it depends on the company. In today's lead 1to1 Weekly article, Avis Budget Group's executive vice president discusses the similarities and differences his brands have. But for him, it all comes back to meeting customer needs and creating a strategy on every level where customer focus shines. What is the loyalty strategy at your company? Does it focus on products, or the broader brand? How is it working?
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