AIA: Good behaviour, bad attitude?

When you dig deeper, the differences between attitudinal loyalty and behavioural loyalty emerge.

One adviser I know does over 90% of his business with one carrier, but every time I talk to him he slates them.

No one ever said it would be easy. Getting the brand to the consumer remains one of the biggest challenges in the financial services industry.

During a conference I attended at Melbourne University's Mt Eliza Business School last year there was much discussion about the strategic edge to marketing. We debated how businesses build loyalty, sustainability, profitability and a reputation for leadership.