For Marketing Leadership Professionals (Length: 8 pages)

Executive Summary (This is a document excerpt)

Marketers need engagement to create long-lasting brand relationships, but how should they try to create these — and with whom? Traditionally, loyalty programs have provided transactional interactions with customers. But marketers who embrace social loyalty — brand affinity built on the connection of consumers to the brand as well as to each other — can use it to move their loyalty programs from mercenary rewards to a portal for identifying, creating, and nurturing high-value customers.