A core principle of my Slingshot Framework is the need to forge and to continuously refresh a strong emotional connection with target customers. I call this quest ‘customer infatuation’. A recent study by IBMix has produced revealing evidence of why companies need to embrace such a perspective.
The study identifies the aspirational relationship between companies and customers as ‘Brand Belonging’: “The collection of experiences that reinforce an individual’s identity through involvement in something greater than themselves”, and “The study showed top Brand Belonging performers grew revenue over six years at three times the rate of lower performing brands”. Keeping your customers close through an enriching, emotionally charged relationship, really does impact your top and bottom line.
