The most successful CMOs aren’t just focused on acquisition - they’re designing entire customer journeys that turn first-time buyers into long-term advocates. But in a world of rising acquisition costs, endless choice and increasingly skeptical customers, what actually drives loyalty today? In this panel, marketing leaders from across industries will share how they are building brands and experiences that customers choose to return to again and again. From subscription models and community-building to personalisation and brand purpose, the discussion will explore how forward-thinking CMOs are moving beyond transactional tactics to create deeper, more meaningful relationships with their customers. Speakers will also challenge some long-held assumptions about loyalty - including whether points-based programmes truly create loyalty, or simply reward behaviour that would have happened anyway. Instead, the panel will explore what it really takes to build lasting customer attachment and sustainable lifetime value. Key themes include: - Designing acquisition strategies that drive long-term customer value - When subscription models strengthen loyalty, and when they don’t - Why brand connection, community and experience matter more than points - How CMOs are aligning teams around customer lifetime value, not just conversion