Become the Brand Loyalty Category.
Lead the category or be the category?
Striving to lead your industry isn’t entirely bad if you’re ok with waiting for someone else to beat you to the next breakthrough.
Why does that sound ridiculous?
Why is it important?
Because some ridiculously important (some would say game-changing) events have happened, are happening now, and will continue to happen.
It’s called disruption for a reason.
Waiting for it to happen can destroy an organization (and sometimes an industry).
Making it happen can launch competitive immunity and have your competition scrambling to recover.
Remember how the music industry let Napster reinvent music file sharing?
Music executives got blind-sided.
As if that wasn’t enough, the music industry never saw a computer company coming either.
Apple, iPod, iTunes, and now, Apple Music.
Apple is a category of one.
The music industry had their chance to become the category.
Kodak had their chance too, but they held so tightly to film, they suffocated themselves.
How does this train of thought affect Disney?
We want every Guest to feel like we love them.
Nothing less, nothing more.
Literally, until death do us part.
Imagine if your customers felt you deeply loved them.
Love involves trust and an overwhelming positive emotional connection.
Your products and service obviously need to be competitive for the demographics you are aiming for. The only thing that drives intense customer loyalty is consistently delivering on a promise your customers believe only you can make, and delivering on your promise in an emotionally connected way.
When asked would you recommend this product or service, your customers only say “definitely”. They never say “probably” or “most likely”.
Because you aren’t leading the category, you are the category. And our customers love you for that.