Branding Wizardry

Planning to take in the new Harry Potter movie over the holidays? The series is such a phenom that some universities are instituting Harry Potter themed classes as part of their curricula. If you haven’t read the books, you might be thinking “basket weaving.”

A wizard's hat.But if you have read them, you’re more likely to think—how on earth did J.K. Rowling do that?

Rowling has mastered the art of creating what all companies need. Raving fans.

A satisfied customer is no longer good enough. What you really need are brand advocates—people who will “sell” your brand to co-workers. Savvy suppliers put programs in place to identify—and reward—these promoters.

And what about the complainers? Were you aware that people prefer to complain rather than affirm a brand? You can lose thousands of dollars during a staff meeting, phone conversation or coffee break gabfest when someone vents about your product or service.

And that doesn’t even include online whining.

If you’re the one in charge of getting your customers to love you enough to recommend you to someone else, measuring loyalty—and tracking it—is key.

Here’s how that might look:

Customer Loyalty Drivers