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For marketers and customer loyalty professionals, creating authentic emotional connections between the brand and consumers is vital to success in today’s competitive marketplace. Consumers are seeking more value beyond the transaction, and if they don’t find it with one brand, they’ll swiftly switch to another.  

Doug Zarkin is the Chief Brand Officer at Good Feet Worldwide and is an experienced marketing leader with a background spanning from advertising to fashion and beauty and now to health and wellness. His new book, MOVING YOUR BRAND OUT OF THE FRIEND ZONE, comes at a critical point for those immersed in the customer loyalty industry. Zarkin describes how brands stuck in “the friend zone” may be perceived by customers, what their value proposition should be, and how they may be able to reinvent themselves.     

Mark Johnson, CEO of Loyalty360, spoke with Doug Zarkin about The Brand Value Equation, the Art of Sacrifice, and “thinking human.”