How can brands ensure that their personalized gestures of appreciation are perceived as genuine and authentic by customers, and not just as marketing tactics to increase loyalty and advocacy?

To ensure that personalized gestures of appreciation are perceived as genuine and authentic by customers, brands should focus on building meaningful relationships with their customers based on trust and transparency. This can be achieved by consistently delivering on promises, listening to customer feedback, and showing genuine care and empathy. Brands should also avoid overusing personalized gestures and ensure that they are tailored to each individual customer's preferences and needs. By being authentic and sincere in their interactions, brands can cultivate loyalty and advocacy that goes beyond just marketing tactics.