Instead of thinking about loyalty only within the framework of a traditional loyalty program, marketers need to be thinking about loyalty building as the natural, consumer-oriented counterpart to brand building.

In this edition of Ogilvy On Live, we’ll define and describe the four dimensions of loyalty, as outlined in a brand new original research-based report from Ogilvy One, Campaign’s Customer Engagement Agency of the Year. Those dimensions are: Principle, Potential, Culture, and Community.

Then, Ogilvy One’s Head of Strategy EMEA, Dayoan Daumont will moderate a discussion that focuses on how brands and marketers can put each dimension into action in order to build lasting loyalty. The panel will also discuss the nuances of loyalty building in different markets, industries, and demographics.