The Reciprocity Gap

Our study on the future of brand, customer experience and value creation

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The Reciprocity Gap is the distance between what brands promise and what people actually get. Where brand promises break and advantage begins.

Grounded in original research with 2,000 consumers, 40 global brand leaders, and expert perspectives in collaboration with market research firm Opinium.

Overview
1. Future Forces: The Reciprocity Revolution
2. Problem: The Reciprocity Gap
3. Opportunities: Closing the Reciprocity Gap

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The Reciprocity Gap

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