Lasting Relationships Trump Immediate Returns

My latest Forbes CMO Network column is based on the basic idea that once customers feel a personal and meaningful bond with your brand, they’re more likely to stick with you. The point seems so fundamental that I almost hesitated to write a piece about it, but as I read about the latest coffee chain to adopt a new “loyalty” program, I decided it was worth expounding on it — and providing four ways to establish a powerful emotional connection with customers.  I also wanted the opportunity to highlight Virgin America, a brand that exemplifies this principles so well.  Please give Great Brands Aim for Customers’ Hearts Not Their Wallets a read and let me know what you think — I’m listening!

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