Your most valuable customers

It is estimated that the typical American is exposed to more than 3,000 paid marketing messages every single day. As much as 90% of all editorial content in our media is generated, not by investigative reporters, but from public relations professionals. And if you happen to be hanging out at a bar, the flirtatious person next to you could very well be an actor paid to impersonate a consumer spreading “word of mouth” about some brand that seeks your loyalty. No wonder brand loyalty is at an all-time low.

Does all this mean you should give up going for the Holy Grail and settle for fickle consumers who would drop your brand like a used Kleenex? Hell, no. Despite the odds, brand loyalty is still worth striving for because loyal upmarket brand users are simply more productive for your company. They contribute more to your brand's bottom line because they buy more often and in higher quantities, are less enticed by the price-cutting promotions of competitors and, in the best case scenario, will even help market your brand for you.

Loyal users give your brand stability, help you get through bad times, and contribute to your brand’s resiliency. According to Dr. Robert Passikoff, president of brand research company Brand Keys, just a 5% increase in loyalty can result in as much as a 95% profit increase.