Air Miles Reward Program LoyaltyOne


Canada’s premier loyalty marketing company, operator of the AIR MILES® Reward Program, launched an international growth strategy by changing its name to LoyaltyOne. The rebrand called for a tangible shift in culture. Brand Matters was brought in to ensure that new brand behaviours were developed with organization alignment.


Through a series of senior management interviews and professionally moderated employee roundtables, we refined Key Performance Behaviours (KPBs) across the organization to support the newly defined LoyaltyOne brand. This not only enabled the successful refinement of KPBs, but defined the leadership brand. Input from employees enabled the organization to ‘bring the brand to life.’ This further enabled the commencement of benchmarking culture-shift and internal brand to support organization goals.


Internal alignment was strengthened through our process of engagement. Senior management was able to identify key gaps in the organization and advance the process of change as it relaunched under LoyaltyOne. The benefits of working with Brand Matters exceeded the client’s expectations.

Brand Matters’ Relevant Expertise

Employee Research | Internal Brand Alignment