Loyalty then and now -- The evolving workforce -- What loyalty means to business -- What is the loyalty factor? -- Employees, the new strategic alliance -- Loyal employees are your number one marketing tool -- The loyalty factor and the brand -- Five essential steps to productivity and profitability -- The first essential step : assess your company's present status and target your stress points -- The second essential step : create focus and strategy through shared vision, values, and positioning -- The third essential step : use communication to develop credibility and support -- The fourth essential step : establish an infrastructure for success -- The fifth essential step : foster ongoing success through continuous evaluation and feedback -- The role of leadership -- Loyalty and change management -- Loyalty in times of crisis -- Some of our favorite stories : the loyalty factor at work.