Craig P Wilson, Author and Loyalty Architect

Entrepreneur, consultant, author, and coach, Craig Wilson is a leading authority on loyalty, brand development, and direct marketing. He counts some of the world’s most iconic brands in his list of experience, including Kiehl’s, Patagonia, Seventh Generation, prAna Living, W. L. Gore & Associates, among others. He is the author of The Compass and the Nail in which he presents a model that defines how companies, governments, and institutions relate to their end users, illuminating how to leverage the phenomenon of “following.” He consults, teaches, and conducts workshops on optimizing human interactive experiences. Craig is a three-time NCAA National Championship coach, the co-author of a peer-reviewed study on advocacy, and the founder of Compass and Nail, a strategic consultancy focused on the importance of cultural empathy in brand relationships in the new global economy. Craig serves on advisory boards for Revant Optics, The Renewal Workshop, and ánimana, businesses featuring emerging models of sustainability and social responsibility.

Craig is a sought after speaker and has lectured on the topic of loyalty and advocacy as the basic tenet of business strategy at the University of Southern California, the University of California, and Pepperdine University’s Graziadio Graduate School of Business. The Compass and the Nail is his first book.


Recent Speaking Engagements

From Brand to Cult, Built Up Festival, Built Oregon, October 4, 2018

Architecting Loyalty Workshop, Private Event, August 14, 2018

Brand Ecosystem Training, February 21 & 22


Brand Ecosystem Training, The Nature Conservancy, October 30, 2017

Architecting Loyalty Workshop, Los Angeles Cleantech Incubator, September 27, 2017

Architecting Loyalty Workshop, Los Angeles Cleantech Incubator, May 3, 2017

Architecting Loyalty Workshop, The Presidio San Francisco, March 15 & 16, 2017

From Brand to Cult, Los Angeles Cleantech Incubator, February 22, 2017

IBD Summit, January 17-19, 2017



Architecting Loyalty , Grassroots Connect, November 9-11

LA Wisdom 2.0 Conference, September 30 & October 1

Brand Ecosystem Training Workshop, September 21 & 22

Creating Brand Cheerleaders, NorWest Venture Partners, September 20

The Brand Ecosystem Model, Grassroots Connect, June 13 & 14

Purpose Driven Scale, USC, Marshall School of Business, April 13

Purpose Driven Loyalty, University of Oregon, Lundquist College, Center for Sustainable Business Practices

Loyalty Strategy, University of California Santa Barbara



Coming to America, Diamon Retail Expansion Seminar, Stockholm, Sweden

Communicating Brand Value, Food Trade Sustainability Leadership Association

How to Create Advocates, Graziadio Business Review Podcast

The Customer Life Cycle, Pepperdine University, Graziadio Graduate School of Business

How Loyalty Works, Pepperdine University, Graziadio Graduate School of Business

Multichannel Marketing,, National Retail Federation

Building Brand Loyalty, American Marketing Association (AMA)

Metrics that Drive Multi-channel Benefits, eTail

How to Design a Relevant Brand, L’Oreal, Global eBusiness Summit Paris, France

Take Back Your Brand,

Word of Mouth Effect, Internet Retailer Conference

Engaging in a Site Re-Design Regardless of Critical Success, eTail

Patagonia Case Study, Direct Marketing Association (DMA)

Brand Strategies as Applied to Ecommerce, University of Southern California

Workshop on Merchandising for Retention, Marketing Sherpa

Strategies in Ecommerce Marketing, University of California, Santa Barbara