In the first two parts of this series, we looked at ‘Understand your Objectives’, and ‘Program Characteristics’. In the final part of the series, we now take those two steps and look at what they mean for you. Firstly, it’s important to understand that your brand is a powerful asset which should aspire to having broad appeal across your customer communities and which cannot easily be copied by your competitors.  The nature of your customer base can guide....

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