The Lacek Group Stakes Out Brand Devotion, a New Approach to Loyalty, in Just-Published White Paper
MINNEAPOLIS, MN – July 16, 2026 – The Lacek Group, a WPP Enterprise Solutions company specializing in customer loyalty and CRM, today announced the release of a new white paper, Reimagining Customer Loyalty, by Senior Vice President, Strategic Services Leanne Cordes and Chief Creative Officer John Jarvis.
Given the waning effectiveness of traditional, transaction-based loyalty strategies, brands need a new approach to building lasting relationships with customers.
“The brands we actively choose, advocate for, and identify with—even when cheaper options exist,” argue Cordes and Jarvis, “are building loyalty by going beyond transactions and rational incentives to tap into the deeper, often irrational, emotional connections that make a brand indispensable.”
The white paper outlines how today’s consumers seek brands that amplify their values and worldview. That’s a shift away from the functional relationships—rooted in habit, discounts, and rewards—that have dominated loyalty for decades.
“Sharing this white paper is the culmination of decades of loyalty-focused work for our global clients,” says Michelle Wildenauer, executive vice president of Client Services and Strategy. “The holistic approach we call Brand Devotion comes out of The Lacek Group’s deep experience, well-earned discoveries, and keen insights.”
Reimagining Customer Loyalty builds on research conducted by Ogilvy; contextualizes the bonds and dimensions that scaffold loyalty from a behavioral science perspective; spotlights in-market examples of Brand Devotion in action; and offers five tips for brands looking to cultivate devotion, a deeper and more durable form of loyalty.
Access the white paper and other valuable content at lacek.com/insights.
About The Lacek Group:
For more than 30 years, The Lacek Group has been perfecting the art and algorithms of Brand Devotion. We help world-class brands identify their highest-potential customers, engage them across channels throughout their lifecycles, personalize each relationship for optimal long-term results, and measure the true effectiveness of those efforts.
For information contact:
The Lacek Group
Jon Fjalstad
612-359-3761
jon.fjalstad@lacek.com
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