Identity loyalty plays for smart marketers — Dr. Americus Reed // GBK Collective
Dr. Americus Reed
GBK Collective
- Part 1 Identity loyalty plays for smart marketers — Dr. Americus Reed // GBK Collective
- Part 2Do marketers need an MBA today? — Dr. Americus Reed // GBK Collective
Show Notes
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03:03What identity loyalty isA customers self worth does get wrapped up with a product or service. And when it does, its about getting consumers to feel passionate and take your product as a badge of identity.
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05:23Smart identity plays and marketersIts up to marketers to leverage their understanding of customer identities to facilitate connections with them. Success in this endeavor promotes brand loyalty.
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08:15Cementing identity loyalty in customersThe aim is to have customers integrate your brand into their self concept to the point where they will always choose you over your competition.
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10:49What happens when a customer becomes identity loyalThey are willing to pay more for the product. They are willing to defend the product against attack. And they will talk about the product to others.
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12:54Getting customers to become brand ambassadorsSmart marketers look for sociological cues for opportunities to own a set of beliefs to create a community around.
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16:00Identifying target audience and evaluating identity loyalty cultivation effortsTarget customers can be identified through social listening and constant data collection. Social media allows marketers to identify niches that can be tapped into for further brand promotion.
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19:16Understanding marketing as a cycleThe best marketers think holistically about the entire sales funnel. Understanding why customers are lost at each stage improves retention.
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20:42Benefits of cultivating identity loyaltyBuilding an ecosystem beyond the product or service you offer can help you beat out competitors. This is due to the deep connections customers can form with brands when values align.
Quotes
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"Identity loyalty is when a product, service, or brand transcends its features to a particular realm in the consumer's life such that it becomes part of who they are." -Dr. Americus Reed, GBK Collective, Brand Strategist
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"Smart identity loyalty plays are about having a sociological understanding of your consumer to increase chances that theyll attach some of their self concept to what you're doing." -Dr. Americus Reed, GBK Collective, Brand Strategist
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"The consumer who's willing to tattoo your brand on their body feels that your representation is synchronous with who they are and they want to express it to other people." -Dr. Americus Reed, GBK Collective, Brand Strategist
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"An outside critic of Apple might say the difference between iterations of products is not incremental innovation. Apples community is willing to see that new thing in a positive way." -Dr. Americus Reed, GBK Collective, Brand Strategist
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"When a consumer becomes identity loyal, theyre willing to pay more for the product and defend it. Theyll spend much more time praising the brand to other consumers." -Dr. Americus Reed, GBK Collective, Brand Strategist
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"My argument is never that you can't be successful without identity loyalty. Amazon is successful because they've made buying frictionless." -Dr. Americus Reed, GBK Collective, Brand Strategist
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"If you're a smart marketer, you're constantly doing social listening to understand what your consumers are interested in in terms of how they see themselves aspirationally." -Dr. Americus Reed, GBK Collective, Brand Strategist
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"Always be collecting data because data is the new oil." -Dr. Americus Reed, GBK Collective, Brand Strategist
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"Social media platforms give marketers insights into what people care about in terms of how they present themselves. And we can choose to respond to that in smart ways." -Dr. Americus Reed, GBK Collective, Brand Strategist
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"The power of creating something beyond the product, then building an ecosystem, is like an echo chamber where all the people who are into it can't get out. It's like the matrix." -Dr. Americus Reed, GBK Collective, Brand Strategist
- Part 1 Identity loyalty plays for smart marketers — Dr. Americus Reed // GBK Collective
- Part 2Do marketers need an MBA today? — Dr. Americus Reed // GBK Collective
Up Next:
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Part 1Identity loyalty plays for smart marketers — Dr. Americus Reed // GBK Collective
Dr. Americus Reed, GBK Collective’s Brand Strategist, talks about identity and education. Marketers have been experiencing a number of changes. Google is set to deprecate third-party cookies by 2022 and privacy concerns still prevail. These changes impact not only access to data but also customer identity resolution. Today, Dr. Americus discusses identity loyalty plays for smart marketers.
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Part 2Do marketers need an MBA today? — Dr. Americus Reed // GBK Collective
GBK Collective’s Brand Strategist, Dr. Americus Reed, concludes discussions about identity and education. Most of us are constantly looking for ways to improve professionally and advance within our industries. For marketers, this brings up the age old debate about needing an MBA for success. Today, Dr. Americus breaks down whether modern marketers need an MBA or not
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