Desjardins and Air Transat: A Loyalty Partnership with Strategic Potential and a Defining Moment Ahead
by Richard Schenker The announcement that Desjardins Group and Air Transat, alongside Visa, will introduce a new loyalty initiative in the second half of 2026 represents an important evolution for both organizations. It signals Air Transat’s long-awaited entry into structured loyalty and gives Desjardins a differentiated position in the travel …
Confessions of a CMO
A Study in Characteristics The most valuable conversations in marketing happen off the record—between peers, without press or pretense. That’s where candor lives. This project was born from a simple belief: no one needs another study about “what keeps CMOs up at night.” We need to listen to what CMOs …
The Illusion of Loyalty
Companies often overestimate the loyalty of their customers, mistakenly believing that repurchase behaviour is an indicator of how they feel about the brand. But true loyalty is born out of a deeply held conviction that the brand cares as much about them as they do about the brand. By Stephen …