How can brands ensure that their efforts to show appreciation to customers are authentic and not seen as just another marketing tactic?

Brands can ensure their efforts to show appreciation to customers are authentic by being genuine in their interactions and communication. This can include personalized messages, exclusive offers, and listening to customer feedback. Brands should also prioritize consistency in their actions and follow through on promises made to customers. Additionally, transparency in their intentions and being sincere in their gestures can help build trust and credibility with customers.