According to recent loyalty research, the key drivers of consumers' engagement with brands are shifting from rational values (such as pricing and features) to emotional – meaning the quality of your product may be less important to your customers than how your brand makes them feel.
It's a marked shift, but it aligns with larger trends: Given the massive number of marketers clamoring for their attention, consumers are in a position of control (leading them to become more selective about the brands they....