Ask David Andreadakis, VP of Loyalty Strategy for Kobie Marketing his thoughts on loyalty and he’ll tell you many in the loyalty marketing space – and elsewhere – have got it wrong. Loyalty isn’t some tit-for-tat reciprocity; it’s about something more exciting and profound. It’s something more genuine that inspires from the consumer lifelong dedication. Of course, achieving that brand commitment is not easy. Essentially there are two avenues to achieve....

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