r e v e li e m a b I’   02 What’s next What comes after loyalty in the marketing funnel? We expect to see more brands creating If loyalty is just a program for many brands, then products specifically because of online we think of the next level of customer relationship communities populated by people who as participation. Participation happens when a articulate or perhaps unwittingly surface an brand or IP’s (intellectual property) superfans take unmet need. their loyalty to the next level and actively play a role in shaping, using, funding, governing, or Bacardi has done a number of NFT projects with advocating for a brand. several of their brands, including creating NFTs. Some customers’ passion for a brand borders for musicians—to connect fans with the artists on emotional investment, fueling a desire to they love—while receiving monetary remuneration 35 see it become a success beyond monetary gain in return. This bears some of the hallmarks of (although this could be a part of it). old-fashioned sponsorship but with a twist, as a consumer-packaged goods (CPG) brand is effectively playing the role of a record label and facilitating participation between artists and their audiences. + omit text; letters, realistic, algorithm version 4, aspect ratio 2:3, change 100 Copyright © 2022 Accenture. All rights reserved. 23