Today we’re talking to Brian Rafferty. Brian is the Global Director of Business Analytics and Insights at Siegel+Gale. Siegel+Gale is a global brand experience firm. They partner with the world’s leading corporations, nonprofits and government organizations to build brand experiences that are remarkably clear and unexpectedly fresh. In other words, simple. For 10 years they’ve released an annual report on the World’s Simplest brands. This year’s report surveys over 15,000 consumers in 9 countries, across 25 industries, covering over 800 brands in total.  

In this episode we dive deep into the world’s simplest brands report, why its so important to keep your brand simple, how big corporations with multiple business units like google and amazon stay simple, why Apple never really does well on the world simplest brand reports, how to strike the balance between digital experiences and human experiences, and much more. 

If you feel like your brand is way too complicated for your consumers, you’ve come to the right place.

Key Lessons:

1. Simplicity pays - since 2009 a stock portfolio of the publicly traded simplest brands in the global top 10 has outperformed major indexes by 1600%
2. You don’t need fancy design to be simple, you need to make it easy for your consumers to understand what your promise is and then to over deliver on that promise. The reason apple doesn’t rank highly is because people have high expectations of simplicity from apple and they don’t always live up to that promise. 

Links:

• Siegel+Gale
• World's Simplest Brands Report
• Siegel+Gale Linkedin
• Siegel+Gale Instagram

Today we’re talking to Dr. Aaron Ahuvia. Dr. Ahuvia is the brand love guy. He’s is the Czarnecki Endowed Professor of Marketing at the University of Michigan-Dearborn and a popular keynote speaker. He is the world’s leading expert on brand love, a topic of rapidly growing interest among companies looking for long-term customer relationships. His book, The Things We Love, explains the psychology behind brand love, and it has been named by Amazon as one of the best 20 business books for 2022. Dr. Ahuvia conducted the first scientific studies of brand love some 30 years ago and continues to lead research on this topic. A Stanford University study ranked him in the top 2% of all scientists worldwide, and he has hundreds of press appearances, including being a guest on the Oprah Winfrey Show. Dr. Ahuvia works regularly with Google and has spoken about brand love at leading companies, including L'Oréal, Samsung, Maybelline, Procter & Gamble, Audi, General Motors, Microsoft, Ford, GfK Market Research, and many others.

In this episode we dive deep into why we love brands, techniques for actually making people love our brand, his perspective on how Apple develops brand love, and much more. 

If you want your customers to fall in love with your brand, this episode is a must listen. 

Key Lessons:

1. If you want to get people to love your brand, you need to employ personification
2. If you want to develop brand love, you have to get serious about it. Start measuring it.

Links:

• Website: https://brandlovecentral.com/
• Book: https://brandlovecentral.com/book/
• U of M Dearborn Marketing Program: https://umdearborn.edu/cob/graduate-programs/degree-programs/ms-marketing

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Today we’re talking to Valentin Radu. Valentin is a Customer Value Optimization evangelist and international speaker, defining a new category and helping retailers grow. 

He’s the CEO & Founder of Omniconvert.  Omniconvert helps eCommerce companies find hidden gems in their data, improve Customer Lifetime Value and Customer Retention & deliver personalized customer experiences across all channels.

He’s also written a book about customer lifetime value called The CLV Revolution coming out on September 20th 

In this episode we dive deep into  what customer lifetime value and customer value optimization is, why the old methods of spending unlimited money on customer acquisition doesn’t work anymore, how to actually improve your customer lifetime value, and much more. 

If you have customers but can’t figure out how to make a profit, this episode is a must listen. 

Key Lessons:

1. It’s not enough to simply know your customer acquisition cost, acquisition costs will always go up. In order to run a truly profitable business you need to understand how to maximize customer lifetime value. 
2. Customer Value optimization is about understanding who your customers are and why they purchase your products. Understanding this, allows you to take customers from apprentice to soulmate. 

Links:

• The CLV Revolution Book: https://theclvrevolution.com/
• Website: https://www.omniconvert.com/ + https://academy.omniconvert.com/
• LinkedIn: https://www.linkedin.com/in/valentinradu/