Shi Bu, Senior Vice President at The Lacek Group (an Ogilvy One company) argues that emotional loyalty—the deep, often subconscious connections consumers form with brands—cannot be captured through traditional metrics like frequency of purchase or total spend. Instead, this kind of loyalty resides in sentiment, memory, and identity, offering immense value that often goes unmeasured.
(Image Source)
Lacek Group (The Lacek Group)In the original article, Shi Bu argues that emotional loyalty—the deep, often subconscious connections consumers form with brands—cannot be captured through traditional metrics like frequency of purchase or total spend. Instead, this kind of loyalty resides in sentiment, memory, and identity, offering immense value that often goes unmeasured.
Brands across industries are being encouraged to rethink their customer value assessments to include emotional engagement alongside transactional data. Doing so allows for a more accurate, holistic understanding of customer behaviour, brand impact, and long-term potential—critical for both marketing strategy and stakeholder communication.
Key Points
1. Emotional Loyalty vs. Transactional Metrics
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Emotional loyalty lives outside standard benchmarks like purchases or spend.
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It’s expressed through feelings, personal stories, social advocacy, and brand alignment—especially on social media.
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Including emotional metrics complements traditional ROI analysis and reveals true brand value.
2. Case Study – Philadelphia Eagles
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Despite limited direct purchases, fans create significant value via social media engagement and interpersonal promotion.
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With millions of followers, the Eagles’ digital platforms are valued at nearly $66 million, showcasing how emotional affinity can boost brand prestige and reach.
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Younger fans, even those who haven’t spent, may later convert to paying customers due to their emotional connection.
3. Cross-Industry Relevance
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Fashion: A luxury handbag can signal decades of brand loyalty, even if bought once.
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Technology: Consumers often champion brands even without frequent upgrades.
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Automotive: First-car memories can forge lasting emotional ties, shaping future preferences.
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All industries can benefit from nurturing emotional bonds to strengthen long-term customer devotion.
4. New Ways to Measure Value
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Brands must evolve to include new metrics that evaluate the emotional and social ripple effect of their customer base.
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Emotional value does not replace existing benchmarks—it enhances them.
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Incorporating this broader perspective helps brands tell a richer, more resonant story to customers, investors, and stakeholders alike.
5. Implications for Marketers
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Personalised experiences and precision marketing are more effective when rooted in emotional insight.
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Measuring emotional connection is a revolutionary shift in customer value assessment—bringing both intangible and tangible results.
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Recognising emotional loyalty enables brands to build stronger relationships, foster brand advocacy, and maximise long-term growth.
Source: The Lacek Group
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