Contents
Acknowledgments
Introduction: Back to the Future
Chapter 1: Warmth and Competence
Brands Are People Too
The Language of Loyalty
Chapter 2: The Loyalty Test
Dropped Calls
No Community but the Investment Community
A Question of Loyalty
Frequent Flying
From Acquaintances to Advocates
Chapter 3: The Principle of Worthy Intentions
Trust as Our Default
Loyalty as a Primal Attachment
One-Way Streets
Shared Moral Values
Doing Well by Doing Good
Deserving and Undeserving Success
Chapter 4: The Price of Progress
The Loyalty Disconnect
The Internet and Its Uses
Big Love
The Zappos Advantage
The Amazon Challenge
The Relational Upside
The Digital Response
Missed Opportunities
Chapter 5: Take Us to Your Leader
The Pizza Turnaround
Transformational Leadership
Come Out from Behind the Curtain
At the Heart of Loyalty
Leading by Example
Tell Us Your Story
David versus Goliath
Chapter 6: Show Your True Colors
Who Comes First?
When “Customer First” Turns Into Company First
Forgivable Faults
Apple’s Lost Directions
A Reservoir of Good Will
The Silver Lining
The Cable Guy
Learning from Mistakes
Chapter 7: The Relationship Renaissance
Imperative 1: Become More Self-Aware
Imperative 2: Embrace Significant Change
Imperative 3: Fundamentally Shift Priorities
About the Authors
More from Wiley
Index