Prevalent in the marketplace today, one of the things we continue to see and was eloquently discussed at the 2012 Loyalty Expo is the idea of “Hostages.”  As espoused by Pamela Prentice (Chief Researcher from SAS) in the Keynote address, the idea of “Hostages” is the belief that brands still want to either control the conversation / dialogue with the potential advocate or they have a complete disregard for the needs of their current and potential audience. The baseline premise in a hostage....

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