Turn target audience members into hot prospects
Turn hot prospects into customers
Turn customers into regular users
Turn regular users into loyal customers
Turn loyal customers into brand advisors
Turn brand advisors into brand recruiters
Purpose: Do it by embracing a purposeful intent for your brand – a high order idea about how your brand makes life better for individuals, society and/or the planet.
Empathy: Do it by taking on an empathetic attitude to all the people vital to your brand’s success – see the world through their eyes, walk a mile in their shoes, come to understand what they’re really looking for.
Feelings: Do it by defining a distinct emotional aura to create around your brand – a blend of feelings that underscore your purposeful intent and reflect your empathetic attitude.
Behavior: Do it by adopting an emotionally meaningful behavior – spice up every interaction between your brand and the people important to it, by injecting a reminder of your purposeful intent, empathetic attitude, and emotional aura into every moment of truth.
