Nurturing that relationship between your customer and your brand can have powerful trade-offs that affect your bottom line. When customers feel connected to brands, 57 percent report increasing ...

Relationship marketing, on the other hand, plays the long game. It’s about creating ongoing value, nurturing trust and keeping your brand top of mind even when customers aren’t buying.

When your customer is already a friend of and loyal to another brand, you must prove that you can be a better friend who aligns better with their values and is more relevant to their needs.