Ogilvy On Live: Brand Devotion — Radically Reimagining the Consumer-Brand Relationship

Today, consumers don't want to be captured. They want to be empowered.

This demands a new approach: Brand Devotion. It's the strategic move from transactional loyalty to mutual commitment, where brands actively participate in consumers' self-fulfillment journeys.

On this edition of Ogilvy On Live, Leanne Cordes, SVP, Strategic Services at The Lacek Group and David Fanner, Senior Consultant for Ogilvy's Behavioral Science Practice, explored what's driving today's "unbound consumer" and share practical insights on how brands can stop chasing loyalty and start building devotion.

Then, Leanne and David welcomed in two special guest panelists: Kay Hsu, Global Head of Creative Lab at Spotify and Mike Miranda, Agency Partner, Advertising at Uber.

Watch the session to see their engaging discussion on the most effective ways brands can convince customers to choose to stay, even when cheaper alternatives exist.