Building a loyalty programme? Beware of cuckoos

It may seem strange, but marketers can learn a lot from the birds.
Take the reed warbler. Small and perfectly formed, she is brilliant at doing a few things very well. Like building her nest suspended perfectly between reeds near the water’s edge.  With her hard work and craft, the reed warbler is an exemplar of brand integrity.
Then along comes one of nature’s super hustlers, the common cuckoo. She sneakily lays her egg in the warbler’s nest, hoodwinking the tiny host to