MRM MENAT’s Derrick Nyirenda explains the ABCs that brands must master to build loyalty and a business that lasts.
Why are some apps or subscriptions harder to cancel than others? Because the best ones aren’t just feature-rich; they deliver on a simple promise – consistently and intuitively. When competitors all reach that baseline, users stop being exclusive. They become ‘polygamous loyalists’, mixing and matching brands based on evolving needs or moods. Streaming services have amplified this behaviour. Today, most people subscribe to multiple platforms, but only a few earn consistent engagement. It’s not ab
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