How Loyalty works?

This beautiful and simple infographic (created by the brand new Portugese branding agency "WHY") shows the two parts Consumer Loyalty is composed of:

Some experts will add, in the part of the company "duties", its behavior (Call it Responsibility, Ethics, Authenticity...) and some others think that loyalty doesn't exist in a market where most consumers just care about the price.

All this depends on the actual behavior of the consumers. Do consumers care about what's behind the companies they buy from? And even more important: Are consumers aware of how powerful their purchasing decicions are?

Applause

I want to ask for a big hand to Thomas Ilum and Vogelius Zoe, two german students who had a great idea.

Just adding a really creative vinyl to the FedEx vans they "prove" the idea of the claim using one of theis main competitors: DHL

Besides, FedEx has already made some campaigns using the images of the competitors. In the USA, comparative advertising is more normal and well acepted than in many European countries. This is why FedEx is so explicit when doing this, using clearly the images of their competitors.
Here another example:

Being students, Thomas and Vogelius deserve a really big applause.