Historically, having the best product or service on the market was the key to receiving and maintaining undying loyalty from consumers. Today, this strategy won’t cut it. The proliferation of the Internet has created a global economy where consumer choices are abundant. It no longer makes sense for consumers to maintain loyalty to brands. Instead, many base purchasing decisions on factors such as price and convenience; however, customer engagement is quickly emerging as the leading factor. Rather than only rely on customer loyalty programs like reward cards and frequent flyer miles, brands need to go one step further by developing emotional loyalty. This type of loyalty achieves a deep connection with customers that makes them feel valued and respected at every action, input and communication with a brand.