All types of brands, from tiny consumer products to restaurants to large retailers, are creating a new era of loyalty programs, driven, in part, by a need to collect first-party data.

However, the legendary Marketoonist Tom Fishburne says marketing teams sometimes forget the importance of that “trade-off”. There’s a value exchange — consumers give up personal information and brands give something in return. Consumers need to feel that the trade-off is worth it.