Chelsea supporters observing tribal convention at the Emirates today will doubtlessly sing their former manager's name in a Pavlovian howl of misplaced loyalty, but it will have a hollow echo.
If the type of institution is thought to be critical to human flourishing, then loyalty to it will be expected.
Not only will this bring humanity to your brand, which creates an emotional connection to people and, in turn, fosters brand loyalty, but it will also reposition you to tap into some of the strongest buying and business trends in the 21st Century Marketplace and set you up for greater success in the following ways.
The effort you put in will be rewarded by the client's loyalty, as it will be clear you've made an investment in respecting your client's own needs.
If Mr. De Sole and Mr. Ford decide to leave Gucci when their contracts expire next March and next June -- and there is little chance that one would stay without the other, given their loyalties -- it will send reverberations throughout the fashion industry.
If that loyalty is damaged it will take with it the special atmosphere we've traditionally enjoyed, which is clearly already in decline, and along with it much of the commercial value that comes from sponsorship, media and indeed ticket sales.
"There's going to be room across the United States for loyalty programs, and it will get competitive in certain markets," he said.
If love has to be based on loyalty, I will not choose love".
Of course, more than anything else Kohl's is benefiting from a reservoir of good will and loyalty it has built up among consumers.
But, cautions Urbanspoon SVP of Publishing Kara Nortman, "when we get into doing something on the loyalty and incentive side, it will be something we consider very carefully".
