Dori Molitor, the author of the report starts off by talking about the incredible levels of brand loyalty that Harley-Davidson bikers have – attributing it to a deep-soul connection between Harley-Davidson and those who love their motorcycle, and claiming that this is the highest level relationship a brand can have with its consumers.
Companies like Apple, BMW, or Nike can easily be used as other examples of companies that have achieved deep-soul connections with their customers, but can other companies in less “sexy” industries develop deep-soul connections with their customers? The white paper takes us through the stories of less obvious candidates that have achieved that same level of customer connection – including General Mills, Serta, the mattress company and Trader Joe’s.
One of the things to remember, says Dori Molitor, is: “A deep-soul connection is not the exclusive purview of ostensibly “sexy” brands like Harley and Nike, nor does it require spending enormous sums of money. It is about transcending those kinds of considerations and connecting with consumers based on a higher purpose than a sterile, financial transaction.” And a higher purpose does not mean a “good cause” or a charity – something many marketers will try to use and fail miserably. Finding a higher purpose is all “about the connections that brands can provide to other people (their relationships) or the ways in which they help consumers lead happier, more purposeful lives.”
Well said! At the end of the day branding is all about how people feel about themselves…