can boring businesses create emotional connections?

When some people hear me say “Great brands cultivate emotional connections with their customers,” they think this principle doesn’t apply to them. They think their product or service is in a “boring” category — or their customers only make rational purchase decisions — or they’re in a low-cost, transactional business that doesn’t operate on brand appeal.  Check out this short video, excerpted from my talk at the Rotman School of Management, to see how I explain the power of an emotional connection in a business as dry and un-sexy as a tree service.

Denise Lee Yohn at Rotman School of Management on What Great Brands Do — Excerpt from Denise Lee Yohn on Vimeo.

(P.S. Contact me if you’d like to book me to speak to your organization about What Great Brands Do.)


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