Cleve Gibbon

content management, content modelling, digital ecosystems, technology evangelist.

Brand Purpose and Loyalty

A brand must have clear purpose and live by it in order to retain loyal customers. Brand purpose and loyalty.  Today I’d like to share a short story about how easy it is to shatter loyalty when a brand’s behaviour does not live up to publicised purpose.  It’s a story about a lost bag, that led to lost loyalty because of the brand’s lost purpose.

Why is this important? Because in 10 years, it’s predicted that 40% of the Fortune 500 companies will no longer exist as things that were once scarce become abundant.   Technology, data and infrastructure are no longer scarce.  They are accessible to the masses.  Tomorrows winners are those that can differentiate on providing customer experiences to live the up to the brand purpose. All day, everyday. Here’s how not to do it.

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About Cleve Gibbon



I'm Cleve Gibbon, CTO at Cognifide where we are passionate about digital content.

My sort of up-to-date cv tells you my past, linked in shows you my professional network and on twitter you can find out what I'm currently doing.

This year I plan attend a number of events. Hopefully I'll see you there. I'm easy to find as I'm always laughing. Find out more about me and get in touch!
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