I don't personally feel that Kevin Robert's M.O. of "Loyalty Beyond Reason" is any different from Dale Carnegie's version of enlightened self-interest. Furthermore, I feel that Having the ability to create that brand loyalty beyond reason most likely leads to the ability to have people do something that benefits not only that person, but you as the advertising executive as well. I feel very strongly about the "loyalty beyond reason" mantra. Kevin Roberts hit the nail square on the head when he described those successful areas of advertising that are timeless and evoke feeling and emotion in buyers far beyond the scope of just needing the product. If you can create that loyalty beyond reason then you have tapped into the very essence of why someone does the things they do and then you can potentially sway their purchasing habits from that aspect.
md
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Is there a danger, though, of "loyalty beyond reason" ~ if it becomes a cultural viewpoint or principle ~ mutating into something that might be destructive ~ hardened partisanship, disunity, bitterness. Us and Them?
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