Affinity Accelerates Action: The Brand to Fan Approach
“Fandom is deconstructed to these three tenants: Identity, Emotion, and Relationship”
Want to turn your business into a customer and employee magnet that is adored? It's time to ditch the old B2B and B2C playbooks and activate the Brand to Fan approach.
Transforming a business into a beloved brand requires transacting in currencies of loyalty and advocacy with our employees and customers.
The effects of any connection are magnified in meaning when interactions become the stories told about you. Those stories invite others to make new connections with your brand because fandom is better when shared.
Customers and employees expect collaboration and community ownership from the brands they choose for work and play. A collaborative approach empowers word-of-mouth marketing and converts invitations into action.
In this dynamic program, acclaimed marketing expert and host of the Brand to Fan Show, Lauren Teague, uses case studies from beloved brands and her experience as the PGA TOUR’s social media and fan engagement lead. These stories and examples inspire business leaders to rethink how their brand experience can become one that kindles affinity, loyalty, and trust with customers and employees.
Learn how to transform any ordinary customer experience into one your fans can’t stop talking about. Doing so transforms customers and employees into loyal fans rather than followers who invite others through their stories.
This presentation is an excellent fit for Executives, Founders, Marketing, and Salespeople seeking to establish strong connections and foster brand loyalty with key audiences.
Participant Takeaways:
#1: Brands must go beyond a transactional relationship with key audiences to elicit emotion, cultivate connection, and retain relationships that shape their Fans’ journey.
#2: Apply the “Actionable Affinity” framework to determine the needs of stakeholders at specific fandom inflection points and purposely design interactions that build connection, trust, and advocacy.
#3: Fandom isn’t fast, and it isn’t forever. Cultivating fandom is a strategic approach (not a quick wins tactic) that requires input from and buy-in across the organization to succeed.