Brand Love for the Long Haul:
Five Tips for Lasting Connections
With Customers
Christina Papale
The exhilarating rush of new love often feels like it will last forever. But anyone in a long-term relationship knows that love’s
initial flames often die down, replaced by a more stable bond that needs some juicing to stay healthy for the long haul.
Brand relationships are no different. Keeping a fiery connection takes some work.
To unlock long-term love for our brands and set the stage for strong lasting connections, one simply has to look at and apply
basic human relationship principles. Here are five ways you can keep the spark alive and forge a devoted, lasting connection
to consumers.
1. Spend quality time together
Companies work really hard and spend a lot of time marketing
brands. But you can also spend one-on-one active time
with your own brand to understand and experience its core
behaviors, benefits, and experiences. As a result, you’ll truly
feel its value and make sure it hasn’t lost its way. Whether
your category is technology, CPG, or retail, sit with your
products, experiences, and
expressions and bring an
open, objective eye.
Reality show Undercover Boss
puts senior management in
the trenches to understand
the day-to-day realities of
experiences they provide,
and the people who manage
those experiences.
Fast food giants are known
for putting management
boots on the ground.
Domino’s CEO and franchise
leaders created major waves
of change after eating a lot of pizza (and commercialized the
transformation) while McDonald’s regularly sends corporate
staffers into the field to serve.
It’s never a loss; the time you spend can reveal strengths and
weaknesses you never new you had.