One of the bloggers I check out regularly is David Armano over at Logic + Emotion. Often a really good way of looking at things, maybe a little unexpected, but definitely will make you think. Check out this diagram about the Stairway to Brand Heaven:
Interesting, don’t you think? This is all about the way things work from the standpoint of brand value (whether you’re talking corporate or personal). Want to build loyalty in your customer? Building loyalty takes a lot of work. Positive interactions are only the beginning. Consistency and credibility are important steps along the way. Authenticity and trust get you beyond credibility to the place where you’re actually building loyalty.
The truth? Compromise on consistency or waste credibility on a half-hearted effort…and you take a few steps down the stairway. Fudge a little on something or break trust even for an instant…and you may take a giant leap backwards and have to rebuild. Want to build brand loyalty? Where are you?