When it comes to creating a cult brand—one that customers will blindly follow, paying what you ask them to pay or doing what you ask them to do—it’s all about relationships. So says Scott Deming, the outgoing and personable business consultant who headlined the NGCOA’s Annual Conference in San Antonio.
“We look at customers as cogs and see them as a ‘sale’ rather than a possible relationship,” Deming says. “Think about what you do and the ability you have to impact and change the lives of those around you. Focus on relationships—the needs and wants of customers—and less on features and benefits. If you can create that trust and transform their lives, that’s how you become a cult brand.”
To hear more of Deming's thoughts on emotional branding, click here http://accelerate.ngcoa.org/communities/community-home/librarydocuments/viewdocument?DocumentKey=509b0000-6212-47ec-ac7c-82dcb03d80a9&tab=librarydocuments&CommunityKey=76dbf7e7-2025-49ff-a4c9-699ed8b31df9