Author: Nick Annetts
Date Published: April 16, 2015
I make no apologies for using the well-used analogy of comparing a brand's relationship with its customers to that of a budding romance between two lovers. It's a cliché, but it's painfully accurate. Although I admit I've never actually scratched the name of my supermarket brand all over my school desk, or doodled the logo of my frequently visited chemist on my bedroom wall, (all of which I may have done in the past, when faced with personal romantic issues).
With the exception of the major airlines, the brand loyalty communication business can be somewhat haphazard in Southeast Asia, particularly where I sit, in Bangkok.
Many global brands have shipped in and started up their loyalty schemes, but then failed to follow through with any type of ongoing brand romancing. It's all rather like a quick holiday fling, and then a drifting goodbye.