Episode 339

#339: Unlocking Irrational Loyalty

Published on: 9th February, 2023

The World’s Largest Loyalty Programs™ research report from Let’s Talk Loyalty is now available.

Download it by subscribing to our newsletter on the World’s Largest Loyalty Programs™ now.

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This episode explores loyalty from a strategic marketing perspective – learning what drives loyalty as an outcome and as a feeling, rather than any one particular loyalty programme.

Our guest is Jason Foo, the Founder and CEO of London-based agency BBD Perfect Storm, which specializes in brand and culture transformation, with a goal of unlocking “irrational loyalty” for its clients from their customers.

Jason is also a Global Board Director and Treasurer of the Marketing Society, a Marketing Fellow and is on the Advisory Board of the Alliance of Independent Agencies.

Listen to enjoy Jason's insights and loyalty strategy inspiration, with a healthy dose of mischief.

Hosted by Paula Thomas.

Show Notes:

1) Jason Foo

2) BBD Perfect Storm

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.