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Loyalty is dead. Long live the consumer – Leo Burnett

In an age of consumer empowerment through the internet and the consequent benefit of instant gratification and per- sonalized content, conventional customer loyalty is a relic from the past and brands are grappling with how to make ge- neric discounts work which unfortunately are not always accurate predictors of preference or purchase behavior. Even as consumers simply choose the most interactive, entertaining, educative, empowering experience. Brands/marketers must break the code in connecting the vast database of consumer behavior and relating it to the customer journey, which is today far more complex and multidimensional. Marketing must find new approaches that appreciate customers rather as humans and the key moments in their lives where they can play a meaningful role or purpose.

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Presentation by Sutapa Bhattacharya, Head of Strategy and Brand Consultancy at Leo Burnett, Malaysia

Presented at Asia Research Breakfast Seminar in Kuala Lumpur, Malaysia, on April 20, 2017.

A Linking Asia 21 production brought to you by Asia Research Magazine.

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