Participation should be viewed more as an opportunity for building sustained brand equity and consumer relationships and less as an indicator, says Hira Omar Aamer, Brand Strategy Director, Sprite, Eurasia and Middle East Operating Unit, The Coca-Cola Company.
Fasil Shah explains how loyalty is evolving in the age of short-form content, shifting from long-term brand commitment to trend-driven engagement—and what brands must do to retain customers in this new landscape.
Teresa Widodo explains how brands can drive scalable app growth by aligning business goals with data signals, leveraging discovery platforms, and building lifecycle strategies that move users from installs to long-term value.
