Raving Fans

On any given day on the app formerly known as Twitter, you’ll find passionate people engaged in arguments. 

Who wore it better?

Who’s telling more lies to their constituents?

Which celebrity won the most recent round of “beef”?

Sometimes these exchanges are lighthearted and entertaining. 

Other times, the intensity can be downright frightening.

But it’s all fascinating. 

What drives strangers to engage in these emotionally charged exchanges that seemingly have little impact on their lives?

It’s because they identify strongly with what these brands represent. 

Consequently, they’ve become emotionally attached to the point that they’re willing to defend the honor of these brands from their enemies (people who prefer the Competitors).

Having your audience wage social media wars in your name probably isn’t an ideal goal, but developing the kind of relationship with your customers that could inspire that level of allegiance should be.

People are interested in brands aligned with their values and beliefs because it feels good to know they are investing their time and money in someone or an organization just like them—trustworthy, cool, loyal, fashionable, righteous, intelligent, conscientious, etc.

Whether you’re trying to spread your ideas or increase revenue, the path to get there begins with your brand strategy.