→ Watch more videos in this playlist on YouTube

Our Perspective

What this means for leaders navigating growth, change or transformation in their organisation.

The Loyalty Reset

Promotions feel like decisive action, yet they often teach customers to wait rather than choose. That’s the trap. When choice multiplies faster than differentiation, the judgement of value happens in a heartbeat — and it rarely rests on a price tag alone. Salesforce reports that 54% of consumer goods leaders say loyalty is now harder to sustain, while 74% of consumers switched brands over the last year; that’s a signal, not a surprise.

The enduring lever is distinctive value, experienced end to end. Not a slogan — a set of specific promises you can prove in the moments that matter and in the channels customers actually use.

Compete On Proof

Treat your brand promise as a performance contract. Codify three or four non‑negotiable benefits, then engineer “signature moments” that make those benefits felt without explanation. It’s the fastest route to memory, repeat choice, and pricing confidence because customers experience the difference, rather than being told about it.

• Make the first experience friction‑light: set‑up in minutes, zero confusion.
• Build a two‑tap reorder or renewal that works every time.
• Resolve issues proactively with visible service cues, not hidden forms.

Rebuild Pricing Power

Price-led skirmishes are symptoms of weak proof, not strong competitors. When the value architecture is clear and consistently delivered, you earn the right to hold price and simplify promotions. The goal is fewer, clearer choices that map directly to what customers value most.

• Align the range to the jobs customers hire you for; retire variants that blur value.
• Replace blanket discounts with targeted recognition of repeat behaviour.
• Shift investment from broad media to service and community moments that customers feel.

Align The Organisation

Fragmented activity erodes loyalty, even when teams work hard. Most organisations we work with find the breakthrough comes when they move to one narrative and one proof set, shared across product, commercial, service, and partners. Decision cycles shorten. Priorities stop competing. And execution quality improves quarter by quarter.

Create a simple internal “evidence ledger”: the proof points you’ll deliver, where they live in the journey, and how each function contributes. That’s how brand becomes the operating system, not a campaign.

Measure What Matters

If you measure trial, you’ll optimise for trial. Loyalty returns when you score the right game and show your teams the impact clearly.

• Time to second purchase and frequency over 12 months.
• Share of customers using signature moments and recognition features.
• Resolution time for service issues and satisfaction after resolution.
• Price realisation stability, not just average selling price.

As switching accelerates, the organisations that win will be the ones that turn proof into habit — until choosing them again becomes the easiest decision customers make.

Sources:

1. Transforming Compliance into Trust: The Path to Consumer Loyalty
2. Maximising Customer Loyalty with Social Discovery Strategies
3. Harnessing Consumer Intent: From Responsibility to Demand