People sometimes snicker at the "iSheep" crowd, but few companies would turn down the kind of die-hard brand loyalty that Apple has carved out for itself. And Apple isn't alone: At the Fast Company Innovation Festival in New York this week, executives from SoulCycle, Casper, and Drybar offered advice on how to generate cult-like excitement around your brand. Here are the four takeaways:
• Don't: Underestimate Word-of-Mouth Marketing
• Do: Make The Customer's Problem Your Problem
• Do: Give Customers The Four Things They Want (to be seen, heard, acknowledged, and appreciated)
• Do: Empower Employees To Create A Unique Experience, Within Boundaries
For the full story, check out Sarah Kessler's coverage of the event.
[Photo: Celine Grouard] CZ