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From Customer Obsession to Creating for Niche Markets

By: Jaime Neely - May 2, 2014
Depending on who you ask, brand loyalty can be determined by a variety of things. This collection of speeches aims to break down brand loyalty according to people who have achieved extremely high levels of it. Hugely successful brands like Apple and Martha Stewart have clearly done a few things right, so it only makes sense to take a few pages from their book.

The keynote by Steve Jobs illustrates how a loyal brand following does not just consist of consumers, but individuals who support the values of a brand and what it and its products stand for. Jobs had not even revealed any of the details about the new product in his speech and the crowd is erupting with cheers.

Zappos CEO Tony Hsieh believes in the power of treating consumers as return customers even if it's their first transaction. Most brands focus on maximizing the outcome of each transaction, but Hsieh and Zappos are driven by creating a lasting relationship and a repeat client. By focusing on the relationship with the customer as opposed to just the transaction, businesses can effectively create a more loyal following.

Innovation keynote speaker Jeremy Gutsche encourages brands to get to know who their consumers really are, as opposed to marketing to a group they want as consumers. Once a brand has a grasp on who is buying its products or services, it can better tailor and customize them to keep consumers back.

Brand loyalty can be hard to come by in today's market, but these professional offer their tried and tested tips.