Kobie Marketing, a globally recognized industry leader in loyalty technology and services, unveiled new branding to kick off 2023. The announcement is inspired by the connection between emotional loyalty, brand love and profitability. Kobie blended these elements to create an identity that places the consumer at the center of the brand. You can immerse yourself in the brand essence here.
In the official press release, which you can read here, Kobie CEO and Owner, Bram Hechtkopf said “Kobie’s 32-year history as a privately-held, family-owned company affords us the opportunity to focus intently on the changing needs of brands and their consumers. Global brands rely on our expertise to fuel their growth and long-term success, and we recognize that capturing the heart of the consumer is ultimately what drives that growth.”
The emotional connections that correlate to customer loyalty were proven through the results of the 2022 Consumer Loyalty Research study, completed by Kobie in October 2022. The research surveyed more than 10,000 consumers and processed over 2.5 million data points.
The Wise Marketer first learned about the findings through an interview with David Andreadakis, Chief Innovation Officer at Kobie. As David told us, the study was commissioned to answer the weighty question “What do customers really want from loyalty programs”.
The work was inspired by a desire to understand pandemic related changes in consumer attitudes and preferences towards purchase behavior and interactions with loyalty programs from their favorite brands. The report’s findings elaborate on four key areas of understanding regarding customer preferences for loyalty programs and also provides insights into the validity of today’s segmentation models. You can get a quick read on research highlights here.
- The connection between emotion and loyalty
- Redefining the concept of Value
- Pain and Forgiveness
- Advocacy
Joining with David as a principal author of this study is JR Slubowski, AVP Strategic Consulting, Kobie Marketing. We had the opportunity to dig deeper into what motivated the research, learn more about Kobie’s approach to Emotional Loyalty, and to understand the four key pillars of the report in this interview.
JR shared the definitive finding that “the research shows there is a direct correlation between consumer emotional motivation and loyalty. Over 75% of emotionally connected customers know what rewards they want and are either redeeming for specific things or saving for them. Brands that focus on their most emotionally connected customers will have the best opportunity to generate incremental revenue from their loyalty programs.”
Regarding the new Kobie brand, noteworthy rebranding elements include a new logo reflecting the heart brandmark, a forward focus on Kobie’s mission of “Growing Enterprise Value Through Loyalty,” a modern color palette, and a heart-inspired visual representation of Kobie’s Loyalty Services and Kobie’s Technology solution, Kobie Alchemy® Loyalty Cloud.
“We take being a leader in the loyalty industry seriously,” said Marti Beller, Kobie President. “This is an exciting evolution of our brand identity that reflects the essence behind what drives our leading position in the loyalty market.”
To complete your read; here are additional resources about Kobie
- If you would like to know more about the 2022 Consumer Loyalty Research study please feel free to contact info@kobie.com.
- If you want to learn more about why Kobie is a leader in loyalty, reaching “more than 330 million consumers through loyalty”, please read about Kobie being named a Leader in The Latest Forrester Wave report.
- For more on the Kobie rebrand, check out kobie.com/brand
