The Illusion of Loyalty
Companies often overestimate the loyalty of their customers, mistakenly believing that repurchase behaviour is an indicator of how they feel about the brand. But true loyalty is born out of a deeply held conviction that the brand cares as much about them as they do about the brand. By Stephen …
Digital Campfires: An Interview with Sara Wilson, Founder and Principal, SW Projects
by Stephen Shaw Sara Wilson is a recognized authority on GenZ, digital trends, and building online communities. The big social media platforms that have dominated everyday life for a generation are now becoming a giant melting glacier. Slowly, silently, almost imperceptibly people are drifting away from those platforms to seek …