How to Really Create Brand Loyalty: Let’s Break it Down

Posted by Matt Bowen

Mar 3, 2015 12:13:00 PM

Editor's Note:  This blog was originally posted in February 2014 and has been updated.

Could there be a shinier brass ring than brand loyalty? Whether B2B or B2C, having a customer base that enthusiastically and consistently chooses your brand over other options is what separates star companies from the rest. 

Yet, when was the last time you saw “brand loyalty” on a list of corporate goals?

Increased revenues: of course
Increased profit margins: always
Increased market share: without a doubt 

Increased brand loyalty? Crickets


While most marketing folks will certainly claim brand loyalty is of utmost importance, turning that into tangible action is a different story.

Of course, some industries have long ago figured out that brand loyalty is critical. On the consumer front, loyalty cards, points, frequent flyer miles, etc., are all intended to create loyalty.

But do they?

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Topics: Tips, Brand Strategy, Branding, Marketing Execution, B2B

More Simple tips for improving your next video production

Posted by Brent Martino

Jun 24, 2014 2:27:00 PM

audioLet’s face it, producing high-quality video isn’t cheap or easy. Your best bet is to hire a company like Aloft Group (shameless self-promotion); we’ve spent years honing our storytelling, mastering technology, and keeping up with the all the latest tips, tricks and trends. While we would love to handle your next video project, we understand that sometimes you may not have the budget to pull off a big production, so you have little choice but to shoot and edit it yourself. If you have to go the DIY route there are a number of things you can do to improve your final product. In a previous blog post I talked about 5 Simple Tips for Better Video, which covered lighting, storytelling and more. In this post I’ll focus on using sound effects, music and color correction to improve and/or alter the mood and context of your video.

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Topics: Tips, Content Development, Video

This marketing strategy should be at the top of your shortlist. Start on it today.

Posted by Matt Bowen

Apr 16, 2014 9:46:00 PM

shutterstock_184054523-[Converted]I recently attended a London event staged by our client Decision Resources Group. The gathering was targeted to the biopharma industry and was informative, well presented and managed. I’m sure all who attended got a lot of value from the day, which, in turn, could have significant impact on their strategic planning for years to come.

It made me think about not only the power of knowledge, but who in a corporation holds it and how it is communicated and transferred.

While thought leadership has become the central calling card of many companies’ marketing strategy, how that gets translated into action is another thing. Lots of content, lots of blogs, and a lot of retweets of other people’s thoughts.

But what’s missing from it all?

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Topics: Tips, Brand Strategy, Healthcare

Ten Things to Consider Before Manufacturing in China

Posted by Chris Maynard

Feb 13, 2014 11:00:00 AM

chinaThe allure of cheaper costs leads many organizations to consider manufacturing their products in China, where labor costs can be significantly less expensive than here in the US. While the savings can be substantial, there are potential obstacles to consider.

Here are some of them:

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Topics: Tips, Process, Agency Life

Three Strategies for Increasing Brand Value

Posted by Matt Bowen

Jan 28, 2014 10:30:00 AM

brand-valueTake this quick quiz. What is your company’s most valuable asset?

      A. Your property and buildings
      B. Your people
      C. Your technology or IP
      D. Your brand

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Topics: Tips, Brand Strategy, Branding

The New B2B Interaction: Brand-to-Brand Conversations on Social Media

Posted by Jenny Gates

Oct 22, 2013 12:00:00 PM

b2bSocial media erupted as a new way for brands to interact with their consumers, and to increase brand loyalty and visibility. But what about brands interacting with other brands on social media? It’s not something that is happening frequently, but the trend is starting to catch on.

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Topics: Tips, Brand Strategy, Branding, Social Media

Why process is important: Six tips to planning a successful project

Posted by Andrea Drown

Oct 4, 2013 11:00:00 AM

processA well-thought-out process is the key to any successful project outcome. Without a process there tend to be too many cooks in the kitchen causing too many issues, too many errors, too much time goes by, end results are terrible. Here are some easy planning tips that might keep you on track.

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Topics: Tips, Brand Strategy, Marketing Execution

Crisis communications and the Red Sox

Posted by Tracy Hartman

Oct 2, 2013 11:24:00 AM

crisis pr blogWhen I was young, I grew up watching sports on television mostly because my father and brother were Boston sports nuts and we only had one TV in the house. On Sunday afternoons, my only choice was watch baseball (or football, hockey, golf…you name it) or nothing at all.  So, I sat next to my dad and made the best of it. 

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Topics: Tips, Brand Strategy, Social Media, Public Relations

Bringing Sexy Back to Healthcare Marketing

Posted by Keith Carter

Sep 18, 2013 3:48:00 PM

Blog SEXY HealthcareLast month I was one of the lucky few (or 5,300 to be exact) to attend HubSpot'’s  Inbound 2013 event. The excitement and energy radiated through the halls of the Hynes Convention Center in Boston, where I was surrounded by early adopters of the inbound marketing movement. Each attendee shared a common goal: to find inspiration or fresh ideas; to explore new resources to supercharge our marketing; to network with other bright minds; or some combination of the three.

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Topics: Tips, Brand Strategy, Healthcare, Branding, ICD-10

ICD-10: A Focus on the Revenue Cycle

Posted by David MacGregor

Sep 10, 2013 11:34:00 AM

Denials, ICD10, Healthcare, Revenue Cycle ManagementEveryone in healthcare is talking about it. Many are scrambling to implement it. Some are struggling to understand it. Others still seem to be avoiding it altogether. 

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Topics: Tips, Brand Strategy, Healthcare, ICD-10