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Brands often speak of their identities as they relate to their customers. But in this day and age creating a powerful, lasting social identity is crucial for current and future success.
Lawrence I. Lerner, President of management consultancy LLBC, told Loyalty 360 that a lost or stolen identity for a person is traumatic and costly, and for brands it creates market doubt and potential financial disaster. Lerner believes that business involves much more than a brand or logo.
“Social identity defines who you....