![]() ![]() “The most compelling creative work affected the head, the heart, and the funny bone.” But he realized that communication is most approachable when you take a friendly tone and manner. Make copy brand friendly to engender brand love that can strike an emotional chord. I don’t think David Ogilvy was suggesting that copy for let’s say a life insurance policy should have a funny tinge to it. “ The best ideas come as jokes. Make your thinking as funny as possible.” Members have figured out how to play the game where programs attempt to take their eye off price through a delayed incentive or a bounceback reward to encourage a return visit. Too often, loyalty programs in-market rely on transactional relationships instead of exploring the unknown to discover more. It is not enough to simply offer a points-based program that eventually yields a reward. “Any damn fool can put on a price reduction, but it takes brains and perseverance to create a brand.” Today, Nike, Sephora, American Express, Hilton, Foot Locker, and Taco Bell are hitting it out of the park because they are reaching for the stars and ensuring their program represents everything the brand stands for, plus continuing to innovate at every opportunity. ![]() Starting a loyalty program without inspiration from the brand or a commitment to nurture program members puts the brand at risk. He speaks to innovation, inspiration, and being willing to fail in order to learn, and then ultimately succeed. The culture of Leo’s agency was built on strategic planning and analysis - and, of course, breakthrough creative. That discipline sets the creative process up for success. “When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.” Leo Burnett captured what remains today a truism: Let’s look to the wisdom of three industry leaders for guidance to build brand and inspire loyalty. ![]()
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