Posts tagged “brand loyalty”

The most important meal of the day

Culture eating strategy for breakfast at a recent custom car show…

Every company wants consumer loyalty, but not every organization knows what to do with it. The kind of fandom that expresses itself as a brand militia, while a tremendous asset, is not a force easily controlled from the top.

In a New York Times article on Chevrolet’s recent attempt to wrangle their identity back from the people by mandating GM staff to say “Chevrolet” rather than “Chevy,” Corvette racer Dick Guldstrand explains:

Once it became an American icon, America took it away from G.M. They made it a Chevy. You’re doing a disservice to all the people by telling them not to call it a Chevy.

Whether you’re talking about consumers or the members of an organization itself, a strategy based on top-down control leaves little room for passionate engagement. Cisco CEO John Chambers is remaking that organization’s entire structure around the perspective that

Leadership is not really about delegating tasks and monitoring results; it is about imbuing the entire workforce with a sense of responsibility for the business.

Ongoing engagement – through shared responsibility and shared identity – builds loyalty. And this process can only happen if an organization or brand leaves room for people’s agency, so they can create a sense of ownership and meaning for themselves.


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