“Do what you do so well that they will want to see it again and bring their friends.”
– Walt Disney
Great brands must cultivate customer loyalty to stand out from the competition. One way to do this is by building trust and creating a sense of belonging, which can be achieved through a passionate commitment to the customer experience. This is what I call “Trustlove.”
I was born a magician
I have always been fascinated by magic and its power to evoke people’s wonder and amazement. So, from a young age, I sought opportunities to bring magic into people’s lives and share my wonder with others. This passion led me to found the Cult Branding Company, where I help brands create magic and delight their customers.
Throughout my career, I have been fortunate to be mentored by exceptional people who have taught me the importance of dreaming big and taking action. I have also learned that great leaders are powered by emotional intelligence.
One of my most memorable experiences was working at SeaWorld, where I had the opportunity to learn magic from the late great James Sherril. His sets were pure magic, combining expert sleight of hand with perfect timing. James began his act by introducing himself and explaining the Three Shell game to the audience. He placed a small green ball under one of the three shells on the table before him and then shuffled the shells around, moving them back and forth. As he mixed the shells, James used misdirection and sleight of hand to secretly move the ball from one shell to another, all while engaging the audience with his charming personality. The crowd was mesmerized by his performance, and they watched in awe as James revealed the ball under the final shell, much to their surprise. The audience erupted into applause, and James took a deep bow, grateful for the opportunity to share his magic with them. As he left the stage, he knew that he had given his all and had truly captured the hearts and minds of the audience with his Three Shell game performance. I worked with James for three years and learned that people are always amazed by the magic and that wowing the customer is everyone’s top priority.
In 2013, I partnered with the Discovery Channel to create a show called “The Magic Maker,” featuring Master Magician Dan White (who’s now been on The Tonight Show a whopping 13 times). Over 9 million viewers tuned in to watch the magic we captured from around the world, including a levitating monk in the high mountains, the vanish of the moon, and card magic on a journey with locals through the night. This show brought magic to both in-person and at-home audiences.
I have also brought my love of magic back home to the Dominican Republic, where I collaborated with a group of highly skilled magicians on tour to spread joy, wonder, and love to the people of the Dominican Republic. Our group, called Curiosidades, had over 75 appearances on national television.
As a member of the Citizens Stamp Advisory Committee, I had the opportunity to help create a magic set and postal stamp for the United States Postal Service. I was thrilled to collaborate with Master Magician Mac King, one of the best shows in Vegas. He has received 5-star Google reviews from thousands of people who love his show, which is full of wonder and magic.
Getting to Trustlove
The Secret to creating loyalty for your brand is Trustlove. Trustlove is the state of being both loved and trusted by customers. It is a combination of positive emotions and confidence that a company has earned through its actions and behaviors. When a company can achieve Trustlove, it means that its customers not only have a favorable opinion of the company and its products or services, but they also believe that the company is reliable, honest, and transparent in its dealings. Trustlove is an important goal for companies to strive for, as it can lead to long-term customer loyalty and satisfaction. Trustlove is a powerful tool for building loyalty in customers and standing out in a crowded marketplace. By building trust and creating a sense of belonging, brands can differentiate themselves from the competition and foster a passionate commitment in their customers.
I have been fortunate to experience the power of Trustlove firsthand through my work as a magician and my role as the founder of the Cult Branding Company. Whether creating magic and wonder for people at SeaWorld, producing a television show that explores magic around the world, or collaborating with Master Magicians, I have always been driven by my desire to bring joy and amazement to others. At the heart of all great brands is a dream, and it is that dream that inspires Trustlove and brings happiness to customers.