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BJ Bueno

Be A Better Brand Manager: Attend the Cult Branding Symposium

Here’s your chance to learn how you can put the secrets of Cult Branding to work for your company. Join BJ Bueno for a focused, growth-oriented session on the forces that influence customer loyalty. The Cult Branding Symposium is your opportunity to tap into the insights, strategies, and unique humanistic approach top brands like Wal-Mart, Coca-Cola, Target, Kohl’s and Scheels used to achieve their dominant place in the market today.

When you attend the Cult Branding Symposium, you’ll learn:

– The Seven Steps to Cultivating Customer Loyalty
– Decoding Brand Communities

With this knowledge, you’ll be able to attract more business and build long-lasting, profitable relationships with your customers. The symposium has been designed to facilitate real learning, with specialized support materials to enhance and augment the educational experience. Symposium participants will receive:

– Hardcover copy of Customers First: Dominate Your Market By Winning Them Over Where They Count The Most (McGraw-Hill 2012)
– Digital copies of the decks presented at the symposium so you can share them with your marketing team (in PowerPoint format)
– Whitepaper, “Why Customers Join Brand Communities” (PDF)

Have You Been Struggling to Bring Your Company to the Next Level?

Building a strong, sustainable business isn’t an easy process. There are times when even the best companies get stuck on the journey from good to great. Consistently, it’s the companies that have the best understanding of who their customers are and the unconscious forces that drive their purchasing decisions that get ‘unstuck’ and go on to become powerhouse profitable Cult Brands.

You don’t have to stay stuck. Space for this special session is limited, and you don’t want to miss out on this unique educational opportunity. Register for the Cult Branding Symposium today!

Seven Golden Rules of Cult Branding

 Why do people love this brand? Why are they so loyal to it? What does this brand mean to them? Why? Why? Why!

An interesting thing starts happening after you’ve asked a lot of questions for a long enough period of time. Not only do you start getting some really good answers, but you begin to see patterns and similarities between the responses that you receive.

This was exactly what happened in the dozens of interviews conducted. Clear patterns emerged. Although each of the nine brands was clearly different, their individual formulas for Cult-Branding success shared many of the same core ingredients.

These seven points won’t tell you everything there is to know about Cult Branding, but they will give you a nice overview and practical framework to utilize in your own marketing endeavors. Think of this list as your indispensable “Cult Branding Cliff Notes.” Here they are. Read them. Use them!

#1 – The Rule of Social Groups
Consumers want to be part of a group that’s different.

#2 – The Rule of Courage
Cult-Brand inventors show daring and determination.

#3 – The Rule of Fun
Cult Brands sell lifestyles.

#4 – The Rule of Human Needs
Listen to the choir and create Cult-Brand evangelists.

#5 – The Rule of Contribution
Cult Brands always create customer communities.

#6 – The Rule of Openness
Cult Brands are inclusive.

#7 – The Rule of Freedom
Cult Brands promote personal freedom and draw power from their enemies.

Learn more about each of the The Seven Rules of Cult Brands.

10 Strategies for Creating a Magnetic Brand that Attracts Loyal Customers

Brand loyalty doesn’t happen by accident. Brands that cultivate loyalty find ways to emotionally connect with their customers; these brands stand for something meaningful in their customers’ eyes.

How do you create and establish a successful brand that brings loyal, profitable customers to your door?

1) Build your business around your best customers instead of trying to aimlessly drive sales. Over time, your return on marketing and innovation efforts will rise. Apple is masterful at creating products especially for customers who love style, creativity, and simplicity.

2) Listen to what your best customers are telling you. Don’t be a transaction-making machine. Be a real person and build a business to serve real people. This is the key to cultivating customer loyalty. Southwest Airlines isn’t just another airline to its loyal customers who perceive Southwest as the “heart of the sky.”

3) Focus on what your brand does best. If you try to be all things to all people you’ll end up being nothing to everyone. Be bold. Be unique. Differentiate your brand around your strengths. Ritz Carlton is a hotel of ladies and gentleman serving ladies and gentleman. Volkswagen Beetle has built a distinctive brand around a special little car.

4) Understand what makes your customers tick. Learn how they think, feel, and behave towards your brand. This isn’t easy, but if you can decode these drivers, you’ll be better positioned to create long-term customers. Talk to your customers. Read their comments about you and your products on the web. Read blog posts related to your brand. Most of all, truly listen to what your customers are saying.

5) Identify your customers’ drivers of choice. Why are your current customers buying from you instead of your competitors? Knowing the answer to this question can define the future of your enterprise. Understanding drivers of choice isn’t easy because you need to decode the conscious and unconscious motivators influencing your customers’ buying decisions.

6) Be relentless in serving your best customers better than anyone else. Give them plenty of reasons to stay with you and no reasons to leave. Push your business to continually find ways to make your customers’ lives easier and better. Brands like Amazon.com and Netflix are constantly finding ways to enhance the customer experience by refining algorithms to recommend products and movies the customer will enjoy.

7) Find ways to wow and surprise your best customers. Do something extraordinary and unexpected for them. Instead of playing with “word-of-mouth marketing” programs, focus on better serving your customers and word of mouth will happen naturally. Online retailer Zappos is masterful at producing the wow factor by providing free, surprise upgrades to overnight delivery, random gifts, and hand-written notes to their customers.

8) Determine what your brand stands for and deliver on your promise. You must become relentless in your dedication to deliver on your brand promise each and every day. Harley-Davidson customers love the freedom of the open road and the brand promises that freedom. Oprah stands for empowerment, hope, and the promise of a better tomorrow.

9) Build a brand model that identifies the psychological motivators, key characteristics, and emotional connections your customers have with you. An effective brand model will describe your customers’ mindsets, attitudes, and behaviors toward your brand. Every successful brand has some form of a brand model. Major brands go through formal processes to construct their brand models.

10) Use your brand model to make all business decisions. An effective brand model accurately predicts customer behavior because the model takes into account the psychological drivers of your customers. If your new ad doesn’t hit on what’s important to your customers, don’t run it. If you’re innovating in a direction that isn’t relevant to your brand lovers, change directions. An effective brand model removes the guesswork in building a magnetic brand that attracts more loyal customers.

Most businesses struggle because they don’t identify whom their business is especially for. Market research and focus groups don’t provide the answers because ninety percent of consumer behavior is unconscious. Customers rarely articulate their true motivations even when directly questioned—people simply cannot describe why they really do what they do. Your job as an entrepreneur, brand manager or chief marketing executive is to figure out what motivates your best customers. You need psychological insights into the motivations behind your customers’ behaviors—how they think and feel about your brand. These consumer insights will provide the business lens needed to evaluate marketing strategies, advertising campaigns, and product innovations.

Where to go from here

What is Cult Branding?

Brands fail for one primary reason: instead of building a brand some people love, companies build brands no one hates.

Most marketers live in a world where they are constantly searching for the flashy, the instant—in short, the trivial.

We must recognize that brands don’t belong to marketers. Brands belong to the customer. The customer’s embrace is the only vote that counts, yet it is constantly ignored by strategies that place our products and services as the “goal” rather than the means to satisfy our customer’s needs, wishes, and fantasies.

Successful brands embrace their customers by anticipating basic and spiritual human needs.

Success creates magnetic brands—Cult Brands.

Why Cult Branding Works

Cult Brands aren’t just companies with products or services to sell. To many of their followers, they are a living, breathing surrogate family filled with like-minded individuals. They are a support group that just happens to sell products and services. Picture a Cult Brand in this context, and you’ll have a much better understanding of why these brands all have such high customer loyalty and devoted followers.

That’s how Cult Branding works.

Society only helps to accelerate the drivers behind its success.

The Power of Cult Branding

Some called them brave—others, crazy. The American motorcycle manufacturer born in a Milwaukee shed in 1903 drifted out of greatness in 1965. Japanese motorcycle makers began churning out less expensive, superior quality bikes. Worse yet, unreliable engines were plaguing this great American legacy—the curse of any manufacturer.

Led by CEO Vaughn Beals on February 26, 1981, thirteen brave Harley-Davidson Motor Company executives decided to buyback their failing business in an $81.5-million leveraged buyout. Now, these thirteen strong had no choice: turnaround the company or let it die.

The Merchant Mindset

Most businesses focus primarily on generating the next transaction. Customer loyalty is perceived as unattainable to merchants who figure, “We might as well try to squeeze one more sale out of them.” But if you’re battling for the next transaction, over time, you’re destined to lose. Customers who choose you based on price will leave you for the same reason.

Businesses with passion and heart build relationships with their customers. There are decision-making factors that far exceed price, selection and location. A company like Wal-Mart is masterful at connecting with customers and offering them an intangible benefit they can’t get anywhere else. Do you think millions of people shop at Wal-Mart everyday because of price alone? If so, why do you think people drove 20 miles past their local K-Mart to shop at Wal-Mart? Both retailers had similar products with comparable prices. Wal-Mart made the customer its boss, an approach heralded by founder Sam Walton himself, and Walton’s loyal patrons felt it.

Cult Branding Defined

A rare few businesses go a monumental step further. A Cult Brand is born when a benign group of individuals rally around a brand’s lifestyle. Psychiatrist Carl Jung called it the participation mystique. These brands spark a magical participation with their customers; they embrace a certain way of being, aligned to a specific set of beliefs.

You can be a corporate attorney running frantically from meeting to meeting, but when you enter a Jimmy Buffett concert you morph into a Parrothead. Litigation, conference calls and the stress of daily life slide into shadow. Now, you’re all about burgers, cocktails and connecting with friends in the paradise of Margaritaville.

Cult Brands embrace what psychologist Abraham Maslow called B-values—values that inspire humans to grow and reach their potential. B-values include truth, goodness, beauty, wholeness, aliveness, uniqueness, perfection, completion, justice, simplicity, richness, effortless, playfulness and self-sufficiency. Within any Cult Brand you’ll find B-values being awakened in their beloved customers. Trekkie conventions and Mac User Groups embrace the value of uniqueness. Margaritaville personifies the values of aliveness and playfulness.

Unlike destructive cults that damage people and their surrounding communities, members of Cult Brands behave in constructive ways towards their communities. Here, people fulfill deeply-rooted human needs and enjoy the lifestyle the brand offers. Within these coveted communities, you get to be who you really are—you are allowed to be happy, to be yourself, to be weird together and feel weird no more.

Few authentic Cult Brands grace the business world, but we know who they are. Their customers make sure we do: Apple, Harley-Davidson, Oprah, Ikea, Southwest Airlines, Linux, Vans, Star Trek, Jimmy Buffett, WWE and VW Beetle—the list isn’t very long. Cult Brands have been in business for an average of over forty years, fueled by the people who love them the most.

Our decade of research and study of Cult Brands shows that great brands don’t happen by accident. Unequivocal customer loyalty—to be chosen over and over by a core group of customers who refuse to shop at your competitors—takes conscious effort.

Embracing Your Brand Lovers

Cult Brands don’t just foster casual relationships with their customers; they find ways to play an integral part in their lives. They embrace their customers like members of a loving family, providing a safe community for them to be who they really are. These brands are bold and courageous — often disliked by many, but loved by a precious few. We call these special few Brand Lovers.

These customers love their brand for reasons they probably don’t fully understand, but they love their brand nonetheless. A small legion of Brand Lovers will do more for the growth and sustainability of your business than all the transactional customers in the world. Not convinced? We’ve found that Pareto’s Law (the 80/20 Principle) holds: a small percentage of customers can drive over 80 percent of profitability. It costs five times more to acquire a new customer than keep an old one. Most importantly, the customers who love you the most—your Brand Lovers—spread the word and create new customers for you (just ask anyone who owns a Mac, an iPod, or an iPhone).

Are all of your customers contributing equally to your profits? It’s unlikely. There are certain customers who choose you more often. These precious few are the lifeblood of your business.

Do you know who your best customers are? Without this knowledge, you will take yourself out of business or your competitors will do it for you.

  • Does your company really listen to the feedback and suggestions of its most loyal followers? What are these customers saying?
  • Customers want to be appreciated. They want their suggestions to be heard and used. How do you reward your best customers? If you haven’t been rewarding them, do it quickly before someone else does.
  • Every company can do more to show its customers appreciation for their business. What are new ways you can show your customers that you “listen” and that you appreciate them?

Oh, and in case you’re wondering, those thirteen Harley-Davidson executives listened intently to their Brand Lovers the way only Cult Brands do. In 1984, they released a new engine called the Evolution that extinguished many of their quality concerns. More importantly, they worked hard to strengthen their relationship with their customers, forming the Harley Owners Group (HOG) in 1983 — an international customer club with over one million devoted owners. Did their $81.5-million buyout pay off? A $10 billion company valuation seems to answer that question quite nicely.

Meet Mr. Maslow: The Father of Cult Branding

Why are certain brands so important and meaningful to some customers that they feel compelled to tell the world about them? What makes them go that extra mile?

Understanding human behavior—what motivates people to do certain things and act certain ways—is at the very core of successful marketing.

This is where the work of the late, great psychologist Abraham Maslow comes in.

Maslow postulated that we humans have an ascending order of needs and used a hierarchy of needs to prioritize them. At the bottom levels of the pyramid are our physiological needs, which include basic things like food, shelter, and clothing that we all need to survive.

At progressively higher levels in Maslow’s Hierarchy are the needs for safety and security, social interaction, and self-esteem. At the very top is self-actualization, a term Maslow coined to describe the ultimate human need to learn, grow, and reach one’s full potential as a person.

We all desire on some level to self-actualize, both to be at peace with ourselves and to try to be the best we can be. As humans, we are drawn to people, places, groups, causes, companies, and, ultimately, brands that we believe can help us towards our ultimate goal of self-actualization and total fulfillment.

Why the Hierarchy of Needs Is a Crucial Tool for Branding?

Perhaps the most important thing to take away from Maslow’s Hierarchy of Human Needs is his theory that all human beings start fulfilling their needs at the bottom levels of the pyramid.

In short, we fill our low physiological needs first. Higher needs like safety, social interaction, and esteem basically do not exist at this point. Logically, survival comes first.

However, once an individual has satisfied his or her lower level needs, the higher level needs become influential in motivating behavior.

As Maslow notes time and time again in his work, “Man is a perpetually wanting animal.”

Maslow’s writings break down the underlying drivers of human behavior and decision making. Maslow never mentions the phrase “brand loyalty” in his books, but his Hierarchy of Human Needs and concepts like self-actualization are key to understanding why consumers consistently choose one brand over another and enjoy such strong relationships with them.

So, why is fulfilling higher level needs so integral to building strong customer loyalty? What’s the connection, you ask? The answer is, higher level needs influence future human behavior much greater than lower level needs. It is the brands that can fulfill human needs on the higher levels of the hierarchy that become irreplaceable in the mind of the consumer.

That’s what customer loyalty is really all about: being irreplaceable.

True customer loyalty is not only about getting a customer to consistently choose your brand over another. It’s for that same customer to always believe (and then go tell the world) that your company’s brand has no equal!

This article is an excerpt from The Power of Cult Branding.

The Loyalty Continuum

Most companies try to build brands that no one will hate instead of brands some people will love. Most marketers live in a world where they are constantly searching for the flashy, the splashy—in short, the trivial, often-meaningless brouhaha that has very little to do with the core of the brand.

Cult Brands understand that their brands belong to the customers. Only the customer’s voice counts. A successful Cult Brand embraces its customers by anticipating their basic human and spiritual needs. As a consequence, Cult Brands achieve a level of customer loyalty unprecedented in traditional business.

To help illustrate, let’s map various brands on The Loyalty Continuum:

No Brand Land: No Brand Land is wrought with challenges, and this is a place most small businesses find themselves. Companies in No Brand Land are often stuck working in their business rather than on their business, and they don’t ever develop a solid idea of who they are, what they offer or stand for, or how they can improve their customer experience. These companies tend to change what they offer—and who they are—at the first sniff of a new or different (often perceived as “better”) opportunity, and they don’t have any goals related to the customer relationship; their business is typically “all about them”—their service offering, the “extra buck” they can make, or the new challenge they want to conquer (without regard for how it affects their niche in the marketplace.

Leaky Brand: These companies have set up the basic identifiers: they have a name, a recognizable logo, a tagline, and perhaps a few other pieces of business collateral (brochures, etc.), but ultimately, they haven’t discovered ways of being distinct, memorable, or necessary to their customers.

Average Joe Brand: Here we enter the world of large companies who have marketing departments that actively advertise and sell to their customers. They often take their brand messages in too many directions, which dilutes their brands because of inconsistency and confusion to their customers.

Iconic Brands: Iconic brands are all around us. We shop them and love them—they are part of our culture. They’re easily recognized by their logo. These brands usually spend a lot of marketing money and are constantly monitoring their image and public perception. These iconic brands are top of mind brands and often dominate market share of a category: McDonalds, Microsoft, Dell, Coke, Pepsi, and American Airlines. Many national retail chains have loyal customers, but they don’t occupy an irreplaceable position in the consumers’ hearts.

Cult Brands: Cult Brands are in class of their own as they have mastered the art of building lasting and meaningful relationships with their customers. In the world of Cult Brands, the customer is not only king, but is part of the family. When you buy a Harley Davidson motorcycle, you are not just getting a bike—you’re getting a membership into The Club. These brands have no competition. They rule their customer-defined category. There are no substitutes for Oprah, Vans, Linux, Southwest Airlines, IKEA, Harley-Davidson, Apple, Star Trek, Jimmy Buffett, and Volkswagen Beetle. These brands are profitable even in the most adverse market conditions because of the powerful relationships they’ve forged with their customers.

Discover Your Brand Lover

Apple-Cult-Brand-Lover

Five ways to tap into your most profitable customers

Marketing used to be fairly straightforward: Throw money at advertising in order to influence people to buy your products and services. If your advertising campaign was decent, the resulting sales outweighed the cost of advertising. If your campaign was excellent, your business grew like a wildflower.

Fast forward to today: The customer is now in control. Media fragmentation from hundreds of cable networks, millions of Web sites and new emerging delivery channels like the Apple iPhone makes it more difficult to reach the general market. And even if you do reach your potential customers, they don’t have to listen, and probably won’t. What’s an intelligent marketer to do?

1) Understand what branding is really all about.

Management guru Peter Drucker explained that the purpose of business is to create a customer. In contemporary marketing, your job is to create a repeat customer who is likely to build a relationship with you and buy from you year after year. In order to accomplish this magnificent feat, you must develop what’s called a brand. A brand is an association that a customer has with certain feelings and images represented by a company, not simply a company name or a logo. You cannot create a brand by yourself because branding is a co-authored experience between you and your customers.

When a group of customers has strong associations between your brand and a desired feeling, the brand has “equity” it can leverage in order to grow. Southwest Airlines offers warm, friendly service to its passengers in an industry notorious for a ubiquitous subpar customer experience. Southwest Airlines’ brand has become the “heart of the sky,” symbolized by a heart on the belly of its airplanes. In an industry where most airlines go bankrupt, Southwest remained profitable for over 30 years.

2) Focus on your best customers.

The secret ingredient to Southwest’s profitability and that of any sustainable enterprise is called Brand Lovers: The customers who love you the most. Brand Lovers emotionally connect with what you do and they want to celebrate who you are. Their connection with your brand is so strong that they often don’t consider doing business with anyone else. Apple’s Mac users, for example, don’t consider purchasing a PC. To them, there is no alternative.

At the very least, your Brand Lovers choose you more often than your competitors. For many companies, the best customers drive over 80% of the business’s profitability and yet, the business generally knows very little about them. Basic market research does not offer you insights into your best customers. The true drivers of choice for your best customers are emotional connections to your brand.

Certain brands have a legion of Brand Lovers – we call them Cult Brands. In a Cult Brand like Apple, CEO Steve Jobs knows he’s selling a unique way of life that’s intelligent, creative and special – he’s not just selling computers, digital music players and cell phones. The executives of Harley-Davidson know they are selling freedom of the open road and a special kind of family, not just a motorcycle. Oprah is far more than just another talk show host: Real, honest and loving, Oprah radiates hope and promise for a better tomorrow.

3) Identify your Brand Lovers.

Perhaps your enterprise doesn’t have Brand Lovers like Apple, Harley or Oprah, but you do have your best customers – customers who give you repeat business and who may tell their friends and colleagues about your brand.

So how do you find your best customers? Actually, they often find you. They congregate at your stores. They send you e-mails and call from time to time to tell you how great you’re doing. Some customers might even blog about your products or services, or create videos and post them on YouTube. These special customers might mention you on their personal Web pages on Facebook or MySpace.

On the financial side, if you maintain a customer database, you can sift through and determine who purchases from you with the greatest frequency – and for the longest time span.

What if none of the above helps you locate them? Then get creative. Carefully crafted surveys might point you in the right direction or you may need to hire a firm to help you identify who your best customers are.

4) Get to know your Brand Lovers.

Talk to them. Find out why they keep doing business with you. Don’t be afraid to ask. But listen carefully.

Look for the intangible clues that make you unique in your customers’ eyes. Uncover the emotional effect you have on them.

5) Serve your Brand Lovers better than anyone else.

There are always ways to grow your business by embracing your best customers. The answers don’t have to be complex. For World Wrestling Entertainment (WWE), offering free meatball subs before the show increased the love among participants. Skaters were ostracized by most businesses, but Vans listened to its customers and gave them what they wanted. Harley-Davidson developed leather jackets for its riders. Apple, listening to its Mac User Groups, through a long string of failures and innovations, created the iPhone specifically for its customers.

The role of marketing is to create the future today, which requires you to know what your customers will want tomorrow. The only way to anticipate the future needs of your customers is to understand who they are, talk to them and listen. Then, you can create the future together.

A final word of advice: Don’t try to be all things to all people. You don’t need everyone to like you. You only need your Brand Lovers who already love you. Remember, your best customers are the lifeblood for growing a sustainable business. By learning to understand their needs and serving them better than anyone else, you can build a legion of brand loyalists that catapult your business growth without throwing more money at directionless advertising campaigns.

Welcome to the New World of Marketing!

Why Brand Models Are Important

You have a big family reunion at your home next week. Big decision: Do you set up for a BBQ outdoors or plan for an in-house venue? An outdoors event makes life easier, but what if it rains? Should you invest the money in an outdoor canopy?

Although we don’t have crystal balls to predict the future, we have meteorological modeling to predict the weather. Looks like clear skies on Saturday. Does that mean it won’t rain? Of course not. Models are predictive, but they are not 100% accurate. The more advanced and effective the model, the more accurate its predictive capabilities.

Most mega-brands have their own way of modeling their brands. The purpose of a brand model is to predict consumer behavior. Without a brand model you’re left with major uncertainty on how your present decisions will affect your customers in the future.

There’s a staggering amount of information that crosses the average executive’s desk each day. A brand model helps you focus on what’s most important to the growth of your business, screening out the noise.

What does an effective brand model give you?

An effective brand model is a representation of the most important elements that drive your business. Modeling the brand offers your business four important benefits:

  • An effective brand model describes the consumer’s mindset, attitudes and behaviors toward your brand.
  • An effective brand model predicts the future, turning “what if” questions into observations to consider for future action.
  • An effective brand model provides you with information about what is needed to reach your goals with consistent standards.
  • An effective brand model offers a synthesis of everything your brand does and a quintessential framework for evaluating decisions.

If your chief competitor models their brand and you don’t, you will lose to your competitor over time. Alternatively, if you have a more effective model than your competitor, you will likely gain market share over time.

The benefits of an effective brand model

An effective brand model helps your leadership team:

  • Make better decisions. Better decisions leads to financial results.
  • Quickly pinpoint changes in trends and your “consumer ecosystem” and adjust your strategies in order to stay ahead of your competitors.
  • Uncover emerging consumer needs and highlight where to innovate.
  • Identify what strategic actions will have the greatest impact on your brand (based on the model’s descriptive and predictive power).
  • Solve challenging industry problems. Data without context leads to white noise. A brand model filters erroneous data to help you clarify the problem.
  • Clarify the role marketing, advertising, innovation and the rest of your brand’s assets play in the mind of the customer.
  • Organize and structure information that CEOs, CMOs and brand managers need right away.

The benefits of modeling your brand are plentiful. The potential drawback is that your model isn’t always going to be right. Plus, if your model doesn’t address the human element of your business you’ll end up making decisions that may produce short-term revenue by sacrificing long-term, sustainable profitability.

Of course, not all brand models are created equal.

A solid brand model provides five important advantages in growing your business:

  • Accurate predictions. A solid model gives you accurate predictions of consumer behavior. For example, Harley-Davidson tries to produce only one more motorcycle than they expect to sell—talk about tight inventory!
  • Details on execution. A solid brand model provides a description of the essential details needed to serve your best customers. Harley-Davidson’s brand model provides a structure of how Harley Owners Groups (HOGs) can best operate their chapters.
  • Solution indicators. A solid model provides accurate descriptions of the solution when the problem is solved. Because HOG has a model of what their groups look like at their best, they have a model to measure other groups against.
  • Clarity and direction. A customer-centric model shows you what actions will have the greatest impact on your core customers. If you know the emotional outcome that customers get from doing business with you, you can eliminate anything that doesn’t ladder up to that outcome.
  • Customer-centric innovations. An effective model decodes what your customers want. It will track how people feel about your brand and provide the insights necessary for new product and service innovations. If an auto parts shop knows that time is a major factor for its customers, it can focus on ways to make shopping faster and easier.

Executives often make up what they want to hear. Brand modeling helps you determine if what you’re doing is actually working. Instead of going exclusively with gut emotions—or with just doing what you’ve always done—an effective model can more accurately tell you what’s really going on with your business, with your customers, and in your industry.

Brand Model 3.0

The exclusive focus of the Cult Branding Company is the on-going development of the Brand Model 3.0 for major enterprises committed to serving their customers.

Brand Model 3.0 is the only brand model that focuses exclusively on the importance of decoding the psychological drivers of a brand’s best customers. Our research and experiences working with major corporations demonstrates that focusing on your best customers—your Brand Lovers—is the best way to drive long-term profitability, growth and sustainability for ANY business.

Learn more about Brand Model 3.0 here.