Welcome Loyal listeners in today’s episode of the loyalty minute we’re going to be talking about Leveraging Connection And Progress To Become A Go-To Brand Like Amazon, Harley-Davidson And Southwest?
Based on a recent global study of more than 400 brands, Lippincott (a global brand & innovation consultancy) has uncovered how winning brands leverage “meaning” to outperform the competition. Meaning is defined as coming from two sources: 1. Connection – the kind that drives personal value and 2. Progress – the kind that drives action. The report defines what it takes to become a “Go-to” brand.
Simon Glynn, Chief Strategy Officer of Lippincott goes on to talk about how becoming a Go-to Brand means you are sought after, cared about, consulted with, and are happy to be seen with by your customers.For example, Southwest Airlines, a Go-to Brand for many of its customers, receives 6x fewer customer complaints according to USDOT for the same operational performance (lost bags or delayed flights) than some of its biggest competitors.
The report is chock full of great information including some quadrant maps and insightful infographics.