Mayur Gupta, CMO of Kraken: When the S**t Hits the Fan
Building Better CMOs and Marketing Leaders
Emotional Connection Drives Forgiveness and Loyalty
When customers have a strong emotional and cultural bond with a brand, they are more forgiving and loyal, leading to higher lifetime value and retention. While emotional connections are harder to measure than functional aspects, using creative approaches like proxy KPIs and storytelling can help demonstrate the impact over a longer time frame. It is crucial for marketers to focus on long-term results and customer behavior rather than short-term campaign launches.
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