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23/04/2014 13:51
Blog: Brand loyalty
Are you a loyal person? I don’t mean in terms of relationships; far be it from me to judge. If you’ve ever seen my picture leering from the contents page of Focus, you will know it’s highly unlikely I’d ever be in a position of temptation…
I’m definitely what marketeers call 'brand loyal' though: from Waitrose, John Lewis and Boots, to The National Trust, Citroen and the AA. I’ve been in the AA since most of the people I work with were still in diapers for example; is that real loyalty, however, or, as a regular ‘Citroenist’, just enlightened self-interest?
Do you ‘commit’ to certain companies or groups? Why do people stay members or customers or particular organisations for so long? I’ve just been compiling a list of people who have been members of your Institute and its forefathers for over 50 years. It’s an impressive list and this Institute really appreciates such longstanding membership.
Some have been members all this time because of obvious reasons: the journals, the huge range of events and the help with their careers over the years. This Institute is rather special in getting into some members’ bloodstreams, however. There are many volunteers, quite a few of them members for a good fifty years, who give easily as much as they ever take from this Institute. Comparisons are invidious, but I must just mention Cyril Bleasdale, who’s name I’ve just spotted, for one. Such people may serve on committees, organise events, and even become President! Often such members are giving back to the profession that has given them so much over the years.
Whatever your motivation for membership, we hope to see your name on such a list in years to come!