Nathalie Kyriakou: How Purpose
Builds Emotional Loyalty Over Discounts
Nathalie Kyriakou suggested that discounts may bring people in, but purpose keeps them coming back Emotional loyalty, born from shared values and meaningful narratives, is far more durable than price incentives. Brands that clearly articulate and live their mission transform customers into advocates who defend and share the brand in good times and bad That kind of loyalty is immune to short-lived promotions or competitive slashes
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