In simplest terms, yes, for some, said Robert Passikoff, president of Brand Keys, a loyalty marketing consultancy.

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In the race to command the marketplace through brand loyalty, the corporations' own marketing strategies can make them vulnerable to consumer backlash.

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Then we examined how closely what our engagement and loyalty metrics predicted about how brand marketing and advertising activities would play out in the marketplace for the rest of the year actually matched up with real market results.

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More important, these marketing leaders are putting these principles to work in innovative brand loyalty initiatives that are changing the game.

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