Consumers have more choice and more opportunity than at any time in history.
A 2016 survey found that only 18% of US millennials cared about brands. That means 82% of your current or potential customers have no brand commitment at all.
We live in a time of less commitment than ever.
25 years ago, finding new customers was harder, but keeping them was easier. The internet inverted that formula.
Now you can buy anything from anyone, anywhere in the world. Customers are much easier to find, and a whole lot harder to keep.
Loyalty matters. Yet today, the common theme is lack of loyalty.
We believe customers fanatically devoted to your brand – no matter what – are the best kind of customers. That’s the type of customer you can build an empire with.
The only type of relationship comparable to that kind of devotion is a cult. That’s why we use the word “Cult.”