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Four Key Creative Considerations
The last few years have produced major evolutionary shifts in customer loyalty with increased focus on customer experience, engagement, and emotional loyalty. With all this activity in the loyalty landscape you’ve probably asked, do I need to rebrand my loyalty program? Here are some key creative areas to consider.
1. Is there equity in your program name?
You couldn’t imagine American Airlines renaming AAdvantage. There’s far too much equity in that name to even think of changing it.
But few program names have made such a mark. In fact, the vast majority of companies have opted for COMPANY NAME REWARDS — for good reason. In consumer research across dozens and dozens of brands, customers inevitably select COMPANY NAME REWARDS as their preferred name for a loyalty program. The problem is that this kind of name is not distinctive and sets up the transactional relationship by which the customer spends money and earns rewards. Today’s loyalty program need to do more. Your program name needs to emotionally engage your customers.
A good example of a name change that made the emotional connection is Famous Footwear’s new FAMOUSLY YOU REWARDS. The program was previously named Famous Footwear Rewards. Yet, in consumer research, the addition of YOU to the name resonated with customers, who responded, “I feel like it’s for me.” The focus on “YOU” struck an emotional chord that the previous name did not. Interestingly, Famous Footwear didn’t walk away from Rewards, they just added something that made the program name more customer-centric, and the results have been extremely positive.
2. Does your program design and voice help create emotional loyalty?
The design and voice of your program also have emotional impact. A new approach is likely to create interest and engagement. Of course, you always have to weigh the excitement of something new against the equity in your current program branding.
These are two fundamental rules that guide our program branding and rebranding: