5 steps to creating customer loyalty through brand citizenship

This article looks at how brands can cultivate customer loyalty by engaging with them in ways that can deliver a better world.

5 steps to creating customer loyalty through brand citizenship

Anne Bahr ThompsonOnesixtyfourth

Increasingly, consumers want brands to engage with them not only on a personal level but also in ways that can deliver a better world. Anne Bahr Thompson of Onesixtyfourth outlines a five-step model in Brand Citizenship, to engage purposefully and cultivate customer loyalty.

In a social world, building a brand and cultivating loyalty is all about managing engagement. In other words, fostering meaningful connections that pull people towards products and services by offering transactional value.

Over the past five years, Onesixtyfourth's CultureQ research on cultural shifts and...

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