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Brand Love for the Long Haul: Five Tips for Lasting Connections With Customers

by Christina Papale  |  
August 6, 2013
  |  4,166 views

The exhilarating rush of new love often feels like it will last forever. But anyone in a long-term relationship knows that love's initial flames often die down, replaced by a more stable bond that needs some juicing to stay healthy for the long haul.

Brand relationships are no different. Keeping a fiery connection takes some work.

To unlock long-term love for our brands and set the stage for strong lasting connections, one simply has to look at and apply basic human relationship principles. Here are five ways you can keep the spark alive and forge a devoted, lasting connection to consumers.

1. Spend quality time together

Companies work really hard and spend a lot of time marketing brands. But you can also spend one-on-one active time with your own brand to understand and experience its core behaviors, benefits, and experiences. As a result, you'll truly feel its value and make sure it hasn't lost its way. Whether your category is technology, CPG, or retail, sit with your products, experiences, and expressions and bring an open, objective eye.


Reality show Undercover Boss puts senior management in the trenches to understand the day-to-day realities of experiences they provide, and the people who manage those experiences.

Fast food giants are known for putting management boots on the ground. Domino's CEO and franchise leaders created major waves of change after eating a lot of pizza (and commercialized the transformation) while McDonald's regularly sends corporate staffers into the field to serve.


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Christina Papale is VP of strategy and director of innovation at CBX, a brand agency based in New York.

LinkedIn: Christina Papale

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  • by Amanda Batista Tue Aug 6, 2013 via web

    Very interesting post, Christina. Thank you for sharing these examples. Would be interested to see how B2B marketers are doing similar things to engage.

  • by Ashton Steele Tue Aug 6, 2013 via web

    Hey Christina- Loved your article. Too many brands today are all about proving their worth but forget to acknowledge the customer's worth, creating that honest, genuine connection. I was excited to see you used Maker's Mark as an example- they are crazy good at fostering loyalty with their Ambassador program. I went through and reviewed their rewards program from a user experience w/ screenshots, you should definitely check it out. Great example of building lasting love with customers-

    http://www.getmoreengagement.com/loyalty-programs/how-to-create-a-loyal-customer-a-sneak-peak-at-makers-mark-ambassador-program

    Thanks again for the insights!

  • by Sarah Bauer Tue Aug 6, 2013 via web

    Great post ( and thanks for the tip off about the Maker's Mark ambassador program - - this is one very excited bourbon drinker over here!)

    We focus so much of our energies attracting prospects and driving new traffic back to our website, that it's sometimes easy to forget about those mainstay customers that could make for excellent brand advocates, if we only gave them a little extra love. Reminder to do so duly noted!

  • by Gracious Store Tue Aug 6, 2013 via web

    Interesting post! Very enlightening!

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