Loyalty Leads Marketers Astray

An excellent short article by always interesting Byron Sharp:   Loyalty Leads Marketers Astray.   A recent editor's pick in Admap.

I also want to plug his excellent book How Brands Grow: What Marketers Don't Know.  Must reading for marketers and merchandisers everywhere.  Points out some little known errors of marketing logic. I reviewed this book, and have found myself going back to it for ideas a number of times since, a rare thing.  See also, his informative blog.