Clarence Francis famously said, “You cannot buy loyalty; you cannot buy the devotion of hearts, minds, and souls. You have to earn these things.” Loyalty is the second principle in the Boy Scout Law. The word is historically imbued with such meaning, but lately, I’ve been wondering about it in the context of my relationship with companies, brands, and organizations. What constitutes loyalty? Forking over your email address? Opting into text messages? Or is it returning for more, day after day, simply because you want to?
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