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 HOW TO GET A SECOND DATE
One of the most compelling business books to come to my attention recently is "Married to the Brand," by William J. McEwen. Associated with the Gallup organization for many years, McEwen builds on Gallup's extensive research to demonstrate how strong brands are built and sustained. I have heartily recommended the book to many people.
Here are six key insights that I found particularly helpful.
a) If you're a marketer the goal isn't brand name awareness. The goal is a brand marriage - a genuine lasting connection between consumers and your brand.
b) A majority of prospects simply don't believe that brands can be trusted to deliver on their promises. And that's true despite high levels of brand recognition.
c) True brand greatness is reflected in the number of strong brand marriages, not in the number of prospects who have been enticed into a first date experience.
d) Brands that thrive offer a return to the customer, whether it's tangible or intangible, rational or emotional. And they provide this return each and every time the customer encounters the brand.
e) The people who represent the brand are the brand in the eyes of most customers. Brand relationships and non-relationships result in no small part from the daily activities and responses of employees who serve as brand ambassadors and promise keepers for the company and to its customers.
f) When it comes to brand marriages, there is no standing still. They get better, stronger and healthier, or they deteriorate.
From: Married to the Brand - William J. McEwen - Gallup Press
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David,
Your message on the importance of developing a strong personal brand, along with your authentic discussion concerning the road to achieving this, was invaluable to our Financial Representatives. Each participant left the conference not only with a desire to be more intentional about his or her own brand impressions, but also had new tools to make these impressions positive.
Thank you David, your brand is one of consistent value delivery!
Mike Haglin, CFP, CLU
Managing Partner
Thrivent Financial for Lutherans
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