Book Review: The Power of Loyalty by Roger L. Brooks

Drawing on over 15 years of experience as a loyalty strategist, Roger L. Brooks provides the expertise needed to help even the marketing beginner grasp exactly what loyalty marketing is, and more importantly, what it can achieve. Brooks’ new work, The Power of Loyalty, focuses on 10 Essential Steps explaining how to cultivate a strong loyalty strategy that is a true game changer.

Brooks leverages personal experiences and 15 corporate case studies to skillfully illustrate how others have found success using loyalty marketing initiatives. In his profile of Canada’s AIR MILES Reward Program, Brooks points out the glaring absence of similar coalition loyalty programs in the United States and how the AIR MILES blueprint can be used to create a comparable program in the U.S. market. Mindful of the great success the AIR MILES model enjoys in Canada, Brooks tantalizing asserts that the replication of that model is the United States will be achieved only when a market leader demonstrates “the will to get it done.”

The subjects of Brooks’ other compelling profiles include Starbucks, JetBlue, Nordstrom, Chase and Verizon. These profiles deliver the model for developing loyalty programs, but it is Brooks’ own loyalty anecdotes—from experiences at his local pizza joint to episodes at the airport—that drive home loyalty takeaways applicable to businesses of all sizes.

According to Brooks, “Understanding loyalty and what creates customer loyalty is repetition, replication, recurrence and reiteration.”

The Power of Loyalty offers excellent insight into building an effective loyalty program, making it a valuable addition to any marketers’ library. It’s available for under $15 from Amazon, Barnes and Noble, and Borders.