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Why loyalty initiatives need reinvention

Marketers must become leaders instead of followers when it comes to brand loyalty and create initiatives that go beyond generic rewards or points to deliver bonus experiences that are truly valuable to their own target audience, writes Evan Magliocca. "For brands to be successful, they need to take a long look at their goals, really dive in and understand their customers and be fearless enough to try new ideas that give their customers what they really want," he writes.

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