The study showed that emotionally connected customers are twice as valuable as highly satisfied customers, highlighting the importance of genuine relationships for brands.
Stephanie Crockett emphasizes that Nike excels in connecting with customers and maintaining consistency, which is essential for fostering brand-friendship.
Zappos is a prime example of brand consistency, always showing up for customers in ways that create ease and surprise—demonstrating 'surprise and delight' at every interaction.
Crockett notes the necessity for brands to constantly reinforce their relevance and quality, akin to nurturing trust in friendships over time.
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