There’s a rule. It’s called the “Rule of Six.”
It has 6 parts to it.
It’s validated, marketplace-proven, and works for any brand in any category in any sector. B2C, B2B, D2C. Doesn’t matter. The “Rule of Six” works. If your brand can engender real loyalty and create emotional engagement.
It goes like this: ”Loyal customers are six times more likely to. . .”
- Buy your products,
- Buy more of your products more often,
- Recommend your products to friends and family,
- Invest in publicly traded companies,
- Rebuff competitive offers (especially price-based offers), and
- Give your company or brand the benefit of the doubt in tough circumstances.
It’s that last one that kicked in for Nike when primacy-of-product failed on the court and Duke’s Zion Williamson, the 18-year-old tipped to be the next big thing in basketball, found his Nike left shoe literally ripped apart after only 33 seconds of play.
And yes, the social networking world went crazy. But that’s just social networking, not loyalty.
Want to know why and what happened to the brand? We invite you to listen to a Wise Marketer Executive Interview, with Brand Keys Founder, Robert Passikoff, “Nike’s ‘Blowout’ and Its Effect On Loyalty.”
Primacy-of-product is “table stakes” today. You have to have it if you want to play. Loyalty, on the other hand, is how you win.
Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.
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