Brand loyalty: Microinteractions assist brand love

This article argues that to create brand loyalty, reinteraction is more important than repurchase, with, 'microinteractions' helping to build habitual use of a brand.

Brand loyalty: Microinteractions assist brand love

Adam SweeneyLondon Strategy Unit

The first step towards loyalty in a post-digital world is not repurchase: it's reinteraction. And building brands as habits – not choices – is the next generation of brand loyalty.

Brand loyalty uncovered

This article is part of a collection of pieces on brand loyalty. Read more.

Brand loyalty has always been hard to achieve with marketing, but technology has made it a complete nightmare.

Byron Sharp crunched the numbers on loyalty marketing in his book How Brands Grow, and found that campaigns aiming to...

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