Jim Sullivan

Lead for Loyalty

To succeed, every leader and organization must create value, which means delivering benefits in excess of their cost and better than competing alternatives. By mastering a single leadership development system of core value drivers and integrating them around personal credibility, top leaders build sustained,...

I-Networks on Overdrive

Imagine a world in which 100 million consumers became aware of and watched a 30-minute infomercial on the history and key message of your brand, all within the space of three days, at no cost to your company except the production costs of the...

The Jewel in the Crown

India's Tanishq Jewelers Embraces the Whole Customer. At the height of British Imperial power in 1877, Queen Victoria took the title, "Empress of India" and declared the sub-continent "The Jewel in the Crown" of the British Empire. Well, I'm sure Vicky wouldn't recognize the economic...

We Have a Lot to Learn from Each Other

I have just settled into my seat on the flight back home from a week in India, the world's largest democracy and, within a decade or so, the world's most populous nation with the fastest growing consumer market. Think of it—a vast cohort of...

Facebook Tops Social Networking in Brazil

As COLLOQUY has been publishing our research on loyalty around the world (two Cross-Cultural white papers and one on India, with additional coverage on Brazil to come) we took note of the news from comScore that Facebook has taken over the top position in...

You Gotta Believe

Lack of belief in program ROI is the mother of all pain points—as identified in a survey of our Loyalty Storm Trackers Early last Fall, COLLOQUY's radar began to detect loyalty marketing storm clouds not on the horizon, but perched over us—raining, and raining hard....

Marriott’s Ties That Bind

Today Marriott Rewards did something you should do if you haven't already. They enticed Members like me with a significant potential reward to "like" them on Facebook. But not only that, they successfully convinced me also to link my Marriott Rewards Member number to...

Top 5 Things I Learned at DMA 2011

Here's a topline summary of what I took away from this year's DMA Conference in Boston as a quick summary of themes. 1. A Healthy Loyalty Program May Be a Company's Prime Asset. You may have been expecting me to say that. However, this is...

Hard Liquor, Soft Benefits, Real Ownership

Well, it finally happened. I have my own cask of bourbon whiskey. I received the official certificate in the mail yesterday, authenticating the presence of my name burnished on an properly aged and carefully charred oak barrel, freshly filled with "the good stuff." In...

What the World Needs Now

When I dropped my iPhone recently, with cracked screen the only damage, I went online and scheduled a consultation at the "genius bar" at a local Apple Store for later that day. Now, it's a confident retailer that calls its front-line customer-service agents "geniuses," and...

Breaking News: “Loyalty Programs Are Working”

The reporter of a Wall Street Journal Market Watch recapped the findings of Accenture's 2010 Global Consumer Research, the sixth in a series dating back to 2005, this week. Accenture, a technology consulting and outsourcing company, annually surveys 5800 consumers in 17 "mature" and...

The Secret Driver of Loyalty

When you think about it, why is anyone loyal to any consumer brand? I mean, after all, there are SO MANY of them. Choices galore. Why commit? Why not just go "for the gusto" and be a brand gigolo? It's not like you can even...

The Paradox: Loyalty Programs

I wonder if you might be one of our readers who can help me piece together a puzzle I've been wrestling with for the last couple of weeks… A conflicting set of facts lies at the heart of the puzzle. On the one hand, loyalty...

Out of Control

The world of brands and marketing crossed a threshold this past week. GAP, the iconic American retailer, reversed course and halted the relaunch of a new brand logo in the face of massive negative online public comment about it. Remarkable were the sheer number...

Would You Be Loyal to You?

The best marketers have mastered the art of getting people—specifically, customers—to change behavior. Profitably. Predictably. And consistently over time. This is a remarkable talent. I myself find it hard to get people to change. For example, when I tell my teenagers to, shall we say,...

New Posts