Building Loyalty is Simple, So How Come We Make It So Hard to Do?

Loyalty. A funny concept. One that can mean so many different things to different people at different times.

Sports teams have loyalty from their fans. Well, the true ones do. Think Manchester City as opposed to Manchester United, where the latter’s “fans” are more interested in prawn sandwiches than a good soccer team.

Indie bands have loyalty from their fans. Until they sign that big record deal, that is, then they become sell-outs.

Humans have loyalty from their dogs. But then you would be...