This is the most exciting time in the history of brand building. Every industry around the globe has been completely disrupted by technology. Established brands are losing market share to upstarts that become part of our cultural fabric. Billions of dollars are being made and lost virtually overnight.
Emerging from this revolutionary environment are passion brands. Passion brands dominate the competition. They don’t simply have customers. They have an army of evangelists who proselytize in bars, restaurants, around the campfire and, most importantly, on their social channels.
Because these evangelists carry brand messages better than any paid advertising technique, passion brands absolutely dominate the competition from a bottom-line financial standpoint.
These passion brands are built by removing friction. Friction is anything that gets in the way of what people want to accomplish in life. It’s anything that gets in the way of their hopes, dreams, aspirations or even mundane day-to-day goals. It’s the big things that prevent us from being who we want to be. It’s the little things that prevent us from doing what we want to do.
In this engaging presentation, Jeff Rosenblum -- author of Friction, director of The Naked Brand and co-founder of Questus -- shows how to build a passion brand by fighting friction. He shows how passion brands shift from rational customer relationships to emotional customer relationships. Jeff will use neuroscience research, case studies and engaging stories to show how to build win brand evangelists and unleash unprecedented growth.