It’s a long-held belief that when it comes to loyalty, what people give is what people expect to receive. This is especially relevant for the consumer-brand relationship.
Consumers are extremely savvy, and not easily swayed. They carefully decide when to buy, and when not to. Consumer loyalty cannot be negotiated; it must be nurtured. But how can brands effectively do so?
“Top-performing brands are relentlessly customer-focused — they don’t assume what....