Too often, brand loyalty is characterised by what we can see in Google Analytics or similar. It’s all about value, volume, frequency, or product holding. Whilst these are all important indicators of depth, they naturally lead to data-based strategies rooted in propensity or Next-best Action (NBA). Again, these are important but limiting in terms of how we perceive loyalty because it’s so much more.
At its core, brand loyalty is about the power of relationships. It's a measure of how we feel about a brand and the depth to which that manifests itself in terms of purchasing habits. However, it’s also about things like customer satisfaction and Net Promoter Score (NPS). These measures are proven bellwethers for long-term business and brand health and indicate a second, softer plane we should be evaluating: Passion. How do people feel about a brand, and how emotionally invested are they?
A new matrix to measure loyalty
Just as brand loyalty is one of the purest measures of a business’s long-term health, love songs are one of the purest expressions of the human condition. They bring to life our experiences and our relationships in all kinds of ways.
This Valentine’s Day, I’d like to introduce you to a new model that uses love songs to help us characterise four different types of brand loyalty. It’s a way of thinking in which a brand’s centre of gravity is informed but not dictated by the category they’re in, and more so influenced by the nature of their products, propositions, customer experience and how they manage their customer relationships.
Lessons in the lyrics
This model can help brands summarise their customer relationships and find their centre of gravity. This, in turn, will enable them to take action to boost either the passion or the depth of those customer relationships by focusing on the right areas to drive long-term brand loyalty. So, what are the four different categories—or love songs—that we need to be aware of?
Type 1: It’s Too Late by Carole King.
They can’t hide, and they just can’t fake it. No passion, there’s little left in common. Maybe they just stopped trying? Resigned to a relationship about to end, this is a song about moving on. The writing’s on the wall, it’s too late baby. Soon as they can, they’re gone. Cut your losses and make sure you learn from this.
Type 2: Always on My Mind by Elvis Presley.
Here’s a song about regret and missed opportunity. Passion has waned (if it was ever there in the first place), and what remains is a depth of relationship marked by time and familiarity. Maybe you didn’t love them as often as you could have. Maybe you didn’t treat them quite as well as you should have. They’re still with you, for now. But if another younger, more exciting, better-looking brand comes along – they could be tempted. That said, they might give you one more chance to keep them satisfied, so all is not lost. You need to understand what they want and make more of a concerted effort.
Type 3: Crazy in Love by Beyonce.
Now you’re talking. Your love’s got them looking so crazy right now. You’re early in the relationship; you’re so hot right now: The coolest beer/trainer/phone on the market. There is lots of passion, but it is too early for depth and too early for true loyalty to be tested. Hang on in there; it could go either way. Be cool, but don’t play it cool.
Type 4: You’re Still the One by Shania Twain.
Looks like you made it! A relationship that’s seen it all, still as passionate about each other as ever, and with the depth to back it up. You could be a car marque or a supermarket brand, but now they’re fully wedded to you, and it’ll be hard for others to turn their heads. Whatever you’re doing, it’s working; keep it up – but remember to keep yourself in good shape.
Driving long-term loyalty
When it comes to brand loyalty, it’s important to know which relationships are worth focusing on and where that focus needs to be. By categorising these four types of relationships – and four different love songs – a complex landscape becomes infinitely more controllable. Brands can get a sense of the scale of change that is needed and take action to preserve the important relationships and drive long-term loyalty.
This article was originally published on Decision Marketing on 14.02.25.
