Relationships are the cornerstone of any successful business, underpinning everything from consumer loyalty to strategic partnerships. With the rapid advancement in technology, companies now have ...

We’re entering an age where businesses are all about the customer. Companies are noticing they must treat users like royalty through every stage of the journey to increase profits. That means ...

While earning my second master’s in business strategy, I read The Marketing Imagination by Theodore Levitt. Levitt argued that the core purpose of a business is “to create and keep a customer.” This ...

Opinions expressed by Entrepreneur contributors are their own. Brand equity, loyalty or affinity are really just terms used interchangeably to describe trust. While all brands strive to build trust ...