Brand loyalty is the hallmark of a sticky brand. Anyone can sell a product or service once, but to have your customers come back again-and-again is a different story. Loyalty is earned.
Competing in the middle is a challenge. You don’t have the economies of scale of the big brands, and you don’t have the nimbleness and low overhead of the small players. The middle has the worst aspects of both worlds.
Growing a sticky brand has 4 elements to strive for: your market understands you, your customers choose you first, they come back again-and-again, and they brag about you. The companies that achieve all 4 gain significant financial benefits.
Relationships are the secret-sauce of a sticky brand. We fall in and out of love with products, but human relationships are far more lasting. It's people that make brands stick. When you buy a new car, you love it. It's fun to drive, and fun to show off. It's your...
When I am interviewing job seekers, too often I hear them state the obvious and describe themselves as smart, loyal, hard working and dedicated. That's nice, but how does that make them any different from the ten other candidates interviewing for the same job?...
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