Jon, I share your point of view on bringing additional value to support a price increase. This extra value could be made of tangible and/or emotional elements. I would like to add some comments of loyalty. Most of the time, marketers are considering a top loyal customer as purchasing frequently and ideally in large quantities. I think that another perspective should be more emphasized. The effective and efficient ability of a customer to convince members of his/her network to switch brands. I am not talking about the most visible and famous "Brand Ambassadors" but anonym people who have a strong relationship with a brand or a product in their daily life. I will happy to engage discussions on this topic. Thanks Frederic