Loyal customers – whether you call them “apostles, ambassadors, zealots” or “evangelists” – are enthusiasts who champion your brand and they have a significant multiplier effect. Brand evangelists’ friends’ and relatives’ purchases can be four to eight times as much as your supporters buy themselves. Boston Consulting Group consultants Michael J. Silverstein, Dylan Bolden, Rune Jacobsen and Rohan Sajdeh explain how following branding eight rules can help you get, cultivate and keep these valuable loyalists as your clients. getAbstract recommends their guidance to entrepreneurs, small business owners, and sales and marketing professionals who want to “rocket toward stellar growth.”
In this summary, you will learn
- Why you want to build an “apostle brand,”
- How to cultivate “apostle customers” and
- How to “rocket toward stellar growth” by following eight branding rules.
About the Authors
Michael J. Silverstein, Dylan Bolden, Rune Jacobsen and Rohan Sajdeh are long-time senior executives at the Boston Consulting Group.