Future of Brand Loyalty
The Future of Brand Loyalty: From Transactions to Tribes
The Future of Brand Loyalty: From Transactions to Tribes
In the first of our Brewed Dialogues, Prof Madhu Viswanathan will discuss how the concept of brand loyalty is evolving in today’s fast-changing world. Hear him explain why firms must now shift from transactional loyalty to building tribes—communities driven by shared values and emotional connections.
| Date | February 01, 2025 |
| Time | 16:30 pm - 17:30 pm IST |
| Location | Off - Campus |
About the Event
The concept of brand loyalty is undergoing a fundamental change in today's world. Shifting consumer values and digital transformation requires firms to move beyond traditional transactional loyalty to a future that is more about building tribes—communities of like-minded individuals who share values, culture, and an emotional connection to a brand.
Professor Madhu Viswanathan will explore how brands can create authentic, purpose-driven narratives, foster engagement through shared experiences, and leverage data and technology to deepen relationships. Alumni will gain insights into why customers are increasingly loyal to what a brand stands for rather than what it sells—and how companies need to adapt to this paradigm shift to thrive.