Reclaiming Brand Affinity

How retail rediscovered the power of emotional loyalty during a crisis

In the age of functional loyalty, defined by the loyalty program, many brands struggle to forge the emotional connections that lead to authentic brand affinity.

Brand affinity places values above value. Building affinity is less about incentivizing spend-reward-repeat behaviors that it is about tapping into and influencing motivations. It's about relevance and a human touch.

Our new industry brief explores how retailers and marketers can put brand affinity back at the heart of loyalty where it belongs, at a time when it's most needed.

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