Emotional loyalty and sustainable brand relationships

Capturing what triggers immediate emotions in consumer brand relationships and leads to the act of buying, is one thing. Knowing how to create lasting emotions that will enable a strong and sustainable relationship with a brand, is another. Much more challenging, but also necessary as we are currently witnessing a shift from transactional to  emotional loyaltyin consumer-brand relationships. According to the 2020 Pii/TLC Marketing Worldwide survey, 80% of customers expect a richer and more emotional relationship with brands. So how do you get there?