Brand Love, Part 2

Last issue, I talked about increasing your Brand Love-- meaning to increase the affection that prospects and customers feel toward your business.

Why?

Because increasing "affection" will build relationships. Those relationships, if made strong enough by increased Brand Love, build a bridge for prospects to become customers. To some, that bridge might be made of rope, swaying in the breeze, complete with wooden planks. To others, it will be a mighty stone structure. It all depends on how well you connect with each prospect.

It also means putting more cement on the bond with the customers you already have. Locking customers in, tighter and tighter with every brand experience is a critical aspect to profitability and growth. The reason here is twofold: It costs less to maintain current customers than to gain new ones, and the best advertising is word of mouth. Sounds like a clich