Building brand loyalty requires the careful cultivation of long-term relationships

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

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.

Marketing is all about relationships – growing them, fixing them and transforming them. Like so much of what the creative industries do, true inspiration for those relationships is found not on a whiteboard but in our own lives. And two recent experiences perfectly encapsulate the alternative – if sometimes flawed – approaches we take to making these brand relationships work better.

First, my daughter and her friend in our kitchen. Someone they both...

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