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 […]

From What Great Brands Do:  Emotional brand-building requires you to develop a personal dialogue with your customers on the issues that are most meaningful to them. Remember, when connecting with customers, it’s WIFM — what’s in it for me (the customer)?! other #WGBD quotes: you have nothing worth communicating what business are we really in? […]