Craig P Wilson, Author and Loyalty Architect

Founder of Compass and Nail, Craig is a leading authority on loyalty, brand development, and direct marketing and counts some of the world’s most iconic brands in his listing of experience including Kiehl’s, Patagonia, Seventh Generation, prAna Living, Burton Snowboards, and Revolution Living, among others. He’s a three-time NCAA National Champion coach and a passionate observer of human behavior. 

Craig is a sought after speaker and has lectured on the topic of loyalty and advocacy as the basic tenet of branding strategy at the University of Southern California, the University of California, and Pepperdine University’s Graziadio Graduate School of Business. He’s the co-author of “Creating Advocates,” a peer reviewed study on why consumers become fans of brands. The Compass and the Nail is his first book.


Recent 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

Speaking Engagements, 2017

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


Speaking Engagements, 2016

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


Previous Engagements

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