Are you getting The Loyal Treatment?

Experience is meant to be shared. We see a lot that you could probably learn from ... a lot of mistakes ... and a lot of successes.

We share our experiences and our opinions about what's working and what's not in The Loyal Treatment, a newsletter based on our regularly published column in Marketing Management.

The Loyal Treatment brings you a variety of relevant management topics as they relate to the development, execution and monitoring of a customer loyalty strategy, including—

• Managing and understanding customers
• Growth and innovation
• Marketing Metrics and ROI
• Branding and Brand Management
• The role of marketing leadership

Current issue

July-August 2008
The Brand: Communications or Customer Experience Driven?

"The brand is the experience." This increasingly popular mantra is being repeated by both experiential marketing experts and customer experience enthusiasts. It implies that what the customer knows and understands about the brand is heavily (maybe even primarily) influenced by the customer's direct experience with the brand. In fact, we've made this same assertion in previous issues of this column.