As a general rule, you never want to be the last to find out that you’re in an open relationship. But, if you’re a brand looking to belong in a loyal relationship with your customers, you’re being cheated on by even your most loyal consumers. Despite the best efforts of brands and billions of dollars spent, consumers are becoming increasingly more promiscuous in their purchasing habits. So the question is, what do marketers do about it? Spend more money? Increase incentives? Or, can a more substantive loyalty be gained by inviting disloyalty? In my session, I'll show how embracing an open relationship and engaging in one-night stands with consumers can actually create a more authentic and enduring loyalty.