How often have you heard the mantra consistency is the key to successful branding? It's been taught as a fundamental branding principle throughout my career.
Yet growing up in retail marketing, this was not my experience.
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In any conversation these days, I'm invariably asked whether customer loyalty is still a thing.
There's certainly been a lot of pointers to its death. Yet examples of loyalty also abound.
Confused? There are a number of realities I learnt from my experience with Tesco, Clubcard, and Dunnhumby which help make sense of this.
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