make consumers feel you care Brand loyalty is an emotional response. We become loyal to brands we feel an emotional connection with. Facts are important, but connection occurs at an emotional level. Furthermore, emotional connections only tend to occur when they are positive. Research suggests that 91% of emotional connections are positive, and where the […]

make consumers feel you care Brand loyalty is an emotional response. We become loyal to brands we feel an emotional connection with. Facts are important, but connection occurs at an emotional level. Furthermore, emotional connections only tend to occur when they are positive. Research suggests that 91% of emotional connections are positive, and where the sentiment is negative there tends to be no emotional connection at all. More important, of course, are the drivers of emotional connections. Research suggests that the reasons for an emotional brand connection include: They care about people like me – 65% They are making a positive contribution to the world – 55% They get me – 45% The company is run by people like me – 42% Consumers want to know you care. However, caring is not enough. You must – make consumers feel you care. Corporate social responsibility, feeling you are on the same…