Canon goes green – Creating brand loyatly

Article
09/09/2008

After I wrote this post – it got me thinking about a talk that I attended in MIX 08. It was a talk by Lou Carbone – Founder and CEO of Minneapolis, Minnesota.

Lou was giving a talk on Experience Engineering and one of the slides that he showed us was of pictures of Harley Davidson Motorcycles fans who has tattoos of the brand on their bodies; something like this:

And the question was - “Can you get this kinda loyalty for your brand from your consumers?”

Very tough indeed – and the brand that can achieve this has obviously cracked the market…

Obviously there is no magic formula to replicate this – but Canon did it as you can see from my post here!

Creating brand loyalty is indeed a humongous task but good news is there is a pathway to it!

And the path is what I read in an old Harvard Business Review on The Brand Report Card by Kevin Lane Keller – which you can find here

Kevin discusses some awesome points that I feel very compelled to reiterate! Don’t worry, I'll give you the pleasure of reading it yourself ;-)

Kevin talks about the top 10 traits that the strongest brands in the world share and they will point towards “your brand is what your customer say it is” and these traits can be your own road to building brand loyalty – want more?

Pick up the book Groundswell by Charlene Li and Josh Bernoff from Forrester Research and turn to page 78, you’ll see - “your brand is what your customer say it is”

Go on… Enjoy the read and let me know what you think :-)

Cheers!

Rohan Thomas | Senior Web Platform and UX Technology Advisor

Technorati tags: Brand Loyalty, Digital Marketing, Canon, Kevin Lane Keller, Rohan Thomas, Harvard Business Review, Groundswell, Lou Carbone

Canon goes green – Creating brand loyatly

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