A branded experience tailored to the needs of the customer yields positive results. Innovative firms combine aspects of social networking with personalization, building loyalty through compelling brand experiences.

Netflix applies this concept by enabling users to build social networks among family and friends and then serves content based on these connections. When browsing movies, users can immediately see which movies their friends or family rated, enabling more serendipitous discovery. This creates loyalty to the Netflix brand, which in turn increases sales and provides a more streamlined user experience.

Netflix enables users to build social networks among family and friends.

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