Great Brands Aim For Customers’ Hearts, Not Their Wallets

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This article is by Denise Lee Yohn, a brand-building expert, speaker and writer.


There’s a big difference between sticking with a brand and being stuck with one. If your customers aren’t happy with your brand but they stay with you because of hefty switching costs, they’re not sticking with you—they’re stuck with you. Nobody wants to be held prisoner, so if your company’s customer-retention strategy relies on making it difficult for people to leave, you’re not building brand loyalty—and you’re not building a great brand.

To create valuable, sustainable customer relationships, great brands don’t sell customers on contracts—they seduce them with connections. Impactful, memorable, emotional connections lead to true brand loyalty.


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