Helen Edwards: It’s dangerous to conflate frequency with loyalty

‘Loyalty’ is a phrase marketers need to be much more careful about using as they are generally not “precise” enough about what it means or “what kind of loyalty” they are talking about, according to Marketing Week columnist and Passionbrand founder Helen Edwards.
Speaking at the Festival of Marketing in London today (10 October), Edwards reminded marketers that “when we talk about loyalty in marketing it is a metaphor”. She urged against carelessly