Today loyalty is a fusion of emotional engagement, trust and the ability to engage, meeting or exceeding customer expectations. Brand love reinforces trust, long-term relationships and faith in the future of a brand. See how leading brands like Sephora, Nike and TOMS have created emotional bonds that drive loyalty and CLV.
The risk of brand degradation is nothing new (fake Coach purse, anyone?). But brand degradation against price transparency, access to goods, manufacturing capabilities, dissolving of geographical boundaries and shipping innovations, and you’ll see the risk has increased dramatically. Here is what you should do as brand degradation gets worse.