
THE BIG IDEA: Outperforming CEOs love to know about their customers and position their business for the most profitable opportunities. How to foster brand loyalty and create customer evangelists is the important topic. Despite the conventional wisdom that brand loyalty is on the decline, a new study by IBM Institute illuminates that brand loyalty is still critical, albeit more challenging to cultivate. In the spirit of the curse of knowledge, we will pretend you never heard the term “brand loyalty.” We offer this article as a reference guide for you and your executive team. Feel free to share it with your colleagues.