Rethinking 'loyalty' in the age of digital

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Brand Loyalty in the Digital Age

This article is part of a series of articles on building brand loyalty in the digital age. Read more.

There are several schools of thought that argue that 'loyalty' is dead – including, for example, the Byron Sharp disciples of the world. They argue that countless millions have been wasted on ineffective loyalty programs and that marketing shou

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