Business Of Story

Two weeks ago, I bought a pair of black wingtip shoes from the Johnston and Murphy store at Scottsdale Fashion Square. I noticed a pair of blue dress shoes that I had bought in Chicago six months earlier were marked down by $40. I mentioned this in passing to the cashier. When she rang up my new pair, she knocked $40 off of them. I wasn't looking for a deal. But she was empowered to give me one. That was the best $40 Johnston and Murphy could've spent on advertising in that moment. Because I am now telling you, and they have a loyal customer in me. We've heard customer loyalty discussed often, but it's not one associated with many modern-day brands. Therefore, on this week's show we're breaking down what customer loyalty really means and how you can build it with your brand story. Our guide is an expert at exploring the power of a shared brand narrative in building customer loyalty. Barry Kirk is the vice president of strategy at Maritz Loyalty, a consultancy that uses behavioral and decisions sciences to bu