Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A
PRO

Who Owns Your Brand?

by   |    |  207 views

“Give customers ownership in your brand! That is key to building a lasting and profitable relationship.”

I recently read this, and was struck by the simplicity and truth of the statement. It is very similar to things I have written in my articles, in my thesis and repeated in speeches.

Yet sometimes something is said so well, so succinctly, it reaches out and grabs you. These two sentences did that for me.

Problem is, many brands don't do this. They may say they do, or they are working towards it, or make similar promises, but in the final analysis many just don't give the customers the ability to feel they “own” the brand--not the product or service, but the brand.

And in an increasingly automated society, brands that create an emotional relationship with customers stand to gain a great deal: loyalty, profits, brand ambassadors, and even growth.


A few articles ago I wrote about the idea of friendship branding, which essentially suggests companies should think of their brands in a human way, because these are the brands that build up loyalty and trust over time, and create valuable relationships with customers.


Read the Full Article

PRO Membership is required to access this how-to marketing article. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership

Kristine Kirby Webster is Principal of The Canterbury Group, a direct-marketing consultancy specializing in branding and relationship marketing. She is also an Adjunct Professor of Direct Marketing at Mercy College in NY. She can be reached at Kristine@canterburygroup.net.

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!