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You know they love you when they say you’ve got moves like Jagger. Until then….

by Michael Maoz  |  January 14, 2016  |  Comments Off on You know they love you when they say you’ve got moves like Jagger. Until then….

What if you took a survey of 10,000 consumers in your country and asked them about the products / brands that matter the most to them in their lives. And what if, instead of only asking about like-for-like comparisons within your industry, you allowed them to look across 27 industries? How confident are you that you would be vital to their lives – in their minds, not yours?

That is what was interesting in the survey results done by the survey folks at Prophet. You can read the Ganze Megillah here: Prophet BRI 2016 , but here is the list of the top 15 brands most relevant to the lives of a cross-section of US consumers:

  1. Apple
  2. Samsung
  3. Microsoft
  4. Netflix
  5. Nike
  6. Chick-fil-A
  7. Amazon
  8. Spotify
  9. Lego
  10. Sephora
  11. Pixar
  12. MAC
  13. Toyota
  14. Costco
  15. PayPal

What, no twitter? No airline. No insurance company. No bank, and no credit card company. No telecom/cable/media? Well, new age media – Apple and Netflix and Amazon. And digital experiences: Apple, Samsung, Microsoft, Netflix, Amazon, Spotify, Pixar… And then there are goods that are indispensable, that can be worn – Nike, Sephora, and MAC.

But facebook? Way below Crest and Dove and even the Band Aid.

And did you expect Microsoft? Good for you! Like Poltergeist, They’re back! And they never left. But you knew that.

The point of bringing up the survey and the brands is that the deeper the degree of engagement that we have with a brand, an emotionally positive engagement, the more we feel that the connection is indispensable. Full disclosure: I am a member of Costco. I drive a Toyota. My medicine cabinet has Band Aids and my soap rack has Dove. I subscribe to Netflix. I own many Apple devices, and Samsung, and wear Nike clothing. I listen to Spotify, have sat for hundreds of hours in front of Lego bricks, and have a home with at least 20 Sephora products. But I also use Google products, and somehow they are not seen as indispensable. Hmmm.

So: inventory what makes YOUR customers buy from you. Are you vital? Irreplaceable? Emotionally connected? Trusted? Seen as an innovator on behalf of the customer versus on behalf of the shareholders? And don’t think that these brands are NOT concerned about shareholders – they certainly are. And they know that this long term obligation to shareholders requires a deep and maybe unshakeable connection with customers. Listen to Jeff Bezos one of these days.

Even when the corporation messes up – which many on the list have – the connectedness and trust carries them through. Ask yourself why. The answer reveals the magic of engagement strategies. Not tactics and not gimics. Not big data or cloud or container technology or mobile or beacons or haptics, but long term shared values.

Let me know how you do on your test!

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Category: business-intelligence  cio  crm  innovation-and-customer-experience  intent-driven-enterprise  it-governance  leadership  social-networking  social-software  strategic-planning  

Michael Maoz
VP Distinguished Analyst
13 years at Gartner
26 years IT industry

Michael Maoz is a research vice president and distinguished analyst in Gartner Research. His research focuses on CRM and customer-centric Web strategies. Mr. Maoz is the research leader for both the customer service and support strategies area and customer-centric Web… Read Full Bio

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