Brand Loyalty & Relationships

One of the leading relationship marketing agencies in the country just released a study in which ING – the financial services brand – emerged in the #1 spot for brand loyalty. What's different about this is that the winners are usually car companies and airlines. ING outperformed, rather than outspent, its competitors. The study describes how ING customers feel "a sense of community" with other users of the brand, and that the company focuses on "keeping customers happy and committed by delivering a positive experience" rather than spending billions on brand advertising telling them that they are. Isn't that what we do with our clients when we make contact with them consistently? And it's contact that we personalize to make it more meaningful, whether that's in an e-Greeting, an e-Newsletter or our other relationship marketing tools. This study underlines that it's not just about making your brand (YOU) visible . . . it's about making interaction with your brand a positive experience your clients will remember.