From the ripe old age of five my nephew supported Arsenal. (Stay with me on this). Love them or loathe them, he wouldn’t go anywhere without his red scarf, slept in his number ten shirt and hogged the sofa with his dad when ‘The Match’ was on.
So what has a life-long infatuation got to do with a brand? Well quite simply it’s all about loyalty. To build long-term customer engagement, you need the devotion of a football fan to his club. Never wavering even in times of defeat, you share the highs and the lows and if you’re anything like my nephew you even stand up your girlfriend to avoid missing a crucial game.
So what are the five main rules of engagement that can guarantee life-long commitment? Here’s the answer….
Purpose
To win the cup, the league, the championship. Have a real goal (excuse the pun) in mind. Make it simple, get your employees behind it and then they will deliver in spades to your customers.
Symbolism
The shirt or in brand terms your distinctive logo – no words required…
The Enemy
Definitely Spurs. Which company do you want to beat, think BA/Virgin. It focuses the mind and creates healthy competition both internally and externally.
Story telling
Winning the FA cup in 10 times, Championship league 13 times, Bergkamp signing. Building your brand story – first it was the Apple Mac followed by the ‘i’ family and so the must-have latest version obsession was born.
A Sense of belonging
The red strip, the stadium, the anthem. The shiny Apple store, the Magic Kingdom experience, the distinctive taste of coca cola they appeal to the senses and make you feel part of something bigger.
And there is your formula. It is said that from the age of seven boys pledge their allegiance to their club and so begins a life- long love affair. If you could harness that power from your brand you will be top of the league every time.
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Good design companies design well.The best think well.
And the simplicity and intelligence of a solution is what makes it memorable.
We are Sable&Hawkes.
A design communication company.
T: 01223 303708
M: 07712 270198
E: adrian@sableandhawkes.co.uk
W: www.sableandhawkes.co.uk
TW: @AdrianKimpton
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