South Africa, Nov. 9 -- How a brand answers depends on a second question, one asked far less often. What is the reward actually designed to do?

In my experience, most programmes are built around convenience, choice or connection. Each has its place, but only one turns a reward into a brand asset.

Designing for convenience

Convenience-led reward design starts internally, with the organisation. Can the reward be sourced easily and affordably? Can it be delivered reliably? Can the process be managed without draining internal resources?

Often the most convenient answer is to give every recipient the same thing. A bottle of wine, a small appliance or a gift card is bought at scale and distributed.

There is nothing inherently wrong with th...