One of my favourite books.

One of my all time favourite books is Lovemarks by Kevin Roberts. It's a great one to pick up on a Sunday and have a flip through to let some of the one liners resonate and spark ideas.

I was working with a client earlier this week when we were exploring the concept of 'loyalty beyond reason' and it made me think about Kevin Roberts and his book.

The idea being that in business, when building brands and building client relationships, we're not aiming to build a transactional relationship, we want to build a relationship that is so strong it can be described as loyal. And then to take it past that and it's not longer logical, it's not about features or benefits, it's beyond any specific reason. We were discussing it being like a friendship.

Of course I loved these ideas and the objectives work beautifully for this particular client who is exceptional at what he does and does it with such care, that he is already creating the type of relationship with his top clients that will go to being described as 'loyal beyond reason'.

So today, on Sunday, whilst my daughter was in her Mandarin lesson, I flicked through Lovemarks again to reflect on what Kevin has taught me over the years. I have thought about brands I am loyal to beyond all reason and what those businesses have done to spark that from me.

What can you do in your business to create client relationships that are so strong, they are loyal beyond reason?

​This post has been written by
​Roxanne Grey
Partner
Grey and Grey