Brands put billions into boosting awareness, satisfaction, and loyalty, but they often overlook the most powerful driver of customer value: emotional connection. Our research involving hundreds of brands across dozens of categories shows that consumers who are emotionally connected with a brand are anywhere from 25% to 100% more valuable in terms of revenue and profitability than those who are “merely” highly satisfied with it. Customers connect emotionally with brands when the brand resonates with their deepest emotional drives – things like a desire to feel secure, to stand out from the crowd, or to be the person they want to be.
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HARVARD BUSINESS REVIEW 12/3/2015