Irrational Advocacy: The Absurd Science of Brand Love

Passion brands don’t build community. They build cults, counter-cultures, and crusades. The bar has been raised on customer satisfaction and leading brands are those that attract passionate fans who co-create the brand with online ratings, social media posting, and irrational user-generated promotion.

The future will be built by companies that attain emotional brand equity, as measured by our Irrational Advocacy Index®.
This phenomenon does not happen by accident. It is crafted through the work of a good brand management team.

After this session, you will understand:

  • The building blocks of Brand love
  • The three stages of Brand Love
  • Essential strategies to create a cult-like Brand-Community for your company