Utility vs. affinity: Four strategies for brands to strike the right balance

Gareth Kane

In the age of the customer, customers – and brands – expect brands to develop ever more end-to-end frictionless experiences that are more and more responsive to customer needs.

There is an ebb and flow to advertising and marketing which is driven by the interplay between brand action and customer reaction. Marketeers observe and measure customer needs, behaviours and expectations to identify problems and unearth opportunity....

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