Why Some Brands Are Considering Social Tokens to Monetize Engagement

On par with loyalty points, gift cards and fan clubs


A token of a brand’s appreciation can take many forms. But very few T-shirts, battery chargers, beer cozies and other swag festooned with company logos hold out the promise of being traded for services.

A branded mug can’t entice someone to hold a spot in a chat room or be traded to gain access to custom experiences like an industry discussion. Unless they’re the kind of rare artifact that appears on Antiques Roadshow, these items can’t be liquidated for others to reinvest them.

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