When it comes to modern marketing, I have found that having a distinctive face and voice for your brand is a must. On one hand, this could very well be the CEO or any other high-level executive. On a more practical note, you can choose one or more brand ambassadors who embody the values and personality you wish to convey to your customers.
Not only can [loyalty programs] be instrumental in segmenting and pinpointing the most loyal and most actively engaged customers, but they also offer a way for you to incentivize your followers to step into the light of advocacy.
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