Internal Team: seek short term solutions rather than build long-term relationships.

Partners: favour tactical promotions so are not fully aligned to your promise.

Members: expat communities come and go while the local population is more used to instant gratification.

Wider Community: doesn't connect with the concept of loyalty.

Activation challenges have a tendency to become tactical rather than strategic.

Delve deeper into the way in which the business thinks. Root around and help reveal the essence of the business. Develop a distinctive, instantly recognised style and language that members and non-members can relate to and navigate through. Develop a platform for campaigns and member engagement strategies.

We took the Air Miles team through the Discovery process to help reveal what sits at the heart of the business… what's its energy and how it can be channeled to fulfill its potential. Simply put, Air Miles is a brand that makes it rewarding for its own people, its partners, it members and where possible the wider community. Revealing that back to the team was a penny dropping moment… as very quickly, they and we could identify when a proposed action is 'on brand' or not. Having discovered the brand we went the extra mile and developed icons and colourways that help members navigate through offers, incentives and ideas in relevant, intuitive ways. The logo mark received a well earned facelift, and with its new wings came a set of design cues that made it easier for members to read, digest and want more. The next challenge was to share the energy of Air Miles with the market. Our idea of turning a lemon into an apple was so simple and had such strong appeal and relevance that it grew and grew into a campaign which touched all of Air Miles' key partners. It extended brilliantly to activation ideas like deploying a magician in shopping malls turning lemons into iPods.

Everyone has bought into make it rewarding, from the receptionist, to the tele-sales person to the sales director and the MD. It's simple, relevant and actionable on all levels. Following on a complete and comprehensive set of guidelines now ensures the Air Miles brand is consistently communicated. Brand recognition increased in the months that followed as involvement in the programme grew and grew. Ideas and initiatives erupted, as the team began to take hold of their new standpoint… now make it rewarding is a measurement tool for all they do or decide to act on. Apply for a job with Air Miles and receive a reward, work for Air Miles and enter a programme of rewarding experiences, meet with the Air Miles team and receive a business card with a hidden reward, visit their offices and earn points rewards on an iPad app. We're constantly striving to discover brands that go the distance through developing a platform for engaging with talent, partners, members and the wider community through a simple brand promise that resonates and drives participation.

"In the time we have worked with ATOM, we have seen a shift in our mindset and greater sense of alignment in who we are as a business. Our brand and business have become one and it gives us great strength to instinctively know how to tackle opportunities from the small to the mighty. They're an enjoyable team to work with, without losing sight of how to challenge us when needed. We've been delighted at the creative executions and there's been a noticeable style that feels like it belongs. ATOM have helped us greatly in ensuring Air Miles is becoming a more rewarding place for all our stakeholders."

Mark Mortimer Davies - CEO Rewards Management ME FZ-LLC - Air Miles Rewards Programme