Creating Advocates: A Values-Oriented Approach to Developing Brand Loyalty

How does an aspiring entrepreneur or brand manager ignite the passion in their customer base that leads to an emotional connection? The key is a congruence of values. When a customer finds a brand that shares or aligns with their own values, the connection begins. In its mature state, it can be described as a deep and lasting bond between what the company stands for and what the customer believes in. Constructing such a brand environment is a matter of establishing a clear set of values and making them actionable at every touch point in the brand/customer experience. This article explores the way in which two models, SEER and the “Buyers Life Cycle,” conspire to provide brand managers the tools to assure brand advocacy among their target audience.

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