Brands that build an emotional connection with their customers are the ones that will continue to thrive in our global and commoditized economy. Where better to do this than on the recent Winter Olympics? One organization that understands this better than any other is Procter and Gamble (P&G). Procter and Gamble (P&G) understands the importance ...
Connecting to the emotion is absolutely a key to connecting with the customer. Beauty products, as an example, are not sold based on the technical compositions unless there is a link to the emotions of why those ingredients are important - attaching to the values and emotions of the consumer. Similarly - and unfortunately - there is also still a prominence of branding that is associated with connecting with another emotion - fear. Which moves me to tears but for other reasons.
I love that these concepts can also apply to those who are working with internal customers as well. Often times I see that there is more of an effort to practice these 4 steps externally without recognizing that a "captive" internal audience deserves the same consideration and care.
As I mentioned above, 90 percent of buyers trust a network referral. Leaving us as businesses to ask, who represents the network and how do I gain the support of those influencers to evangelize my business.
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