Your brand is in crisis

Now is the time to clarify, up-level, and reimagine your brand to create Irrational Loyalty, a bond strong enough to transcend any business crisis.

There’s never been a more challenging time for your company than what we’ve seen – and what’s surely to come – resulting from the rampant spread of COVID and our subsequent economic meltdown. One thing is certain; we are never going back to the way things were. You and your business WILL need to change. Maybe you’re making a strategic pivot. Maybe you’re restarting completely. Or perhaps you have a brand in a category that people couldn’t use for months and you’ve got to start over from scratch to engage your customers.

Whether you face these specific challenges or not, you will undeniably need to ensure your brand is relevant and resonant with your most profitable customers. The best brands in the world enjoy the phenomenon of Irrational Loyalty. Irrational Loyalty is a bond so strong that customers would feel they were cheating on you were they to choose an alternative. When you attract and retain legions of Irrationally Loyal fans of your brand, you can sustain any crisis and create a condition in which your company’s value transcends the functional features and benefits of your brand and can exist in a world where price doesn’t matter. Branding expert Deb Gabor demonstrates how agile companies create brand strategies that propel their companies to exponential growth.