Stealth Loyalty

I've been thinking about this concept of

 for a while.  Normally, Loyalty is something one has towards a brand which results in things like repeat business (overall retention), increased frequency of visits or purchase, increased spend or basket size, and social functions like advocacy.  Not in every case, but those things are a great platform from which to build.

So, with this concept of

, I was thinking about whether or not a customer could be loyal, in all aspects mentioned above, but not even be aware of their loyalty.  What does that really mean?

Imagine a scenario where you sell a product through a retail distribution channel, but you're not

in control of that channel.  You can offer incentives to change behaviour, but only of the

Everything you do that touches the consumer is outside of the sales channel.  Advertising, PR, Social engagement, contests, etc.

What if you could get your customers to be your advocates? Get them to talk about your product to their friends? Purchase more, more often?  What is that worth?

Is it better to have the badge of honour-style loyalty where the customers know the program, like the rules in which they play, and are proud to display it-- or this stealth loyalty where they simply consume more, more often, and tell their friends about it.  What is the advantage of the latter?