University of Minnesota - UMN Executive Leadership Insights
Rocket
Book

Rocket

Eight Lessons to Secure Infinite Growth

Michael J. Silverstein, Dylan Bolden, Rune Jacobsen and Rohan Sajdeh
McGraw-Hill, 2015
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8

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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.”

Summary

“Apostle Consumers”

Your company can create and build a brand that consumers will love and buy loyally for many years. Focus on your critical consumer core – your most loyal customers. Turn these clients into enthusiastic advocates or apostles for your brand. They will tout your brand to their friends, family members, co-workers, and others. Apostle customers are the 2% of your customers who fuel 20% of sales and 80% of your total volume. Apple, Starbucks and McDonald’s developed “apostle brands” – such as the “iPhone,” the “grande latte” and the “Happy Meal” – and apostle customers followed.

Most companies don’t expend enough effort on wooing their most loyal customers. Instead of researching this select buying group, firms generally research “the general population.” Often these companies allow their new offerings to cannibalize the sales of older products.

Apostle brands “rocket toward stellar growth” by carrying out six important actions:

  1. “Inspire” – Begin with a bold, ambitious vision that motivates your customers.  
  2. “Empathize” – Pay close attention to your consumers and their needs...

About the Authors

Michael J. Silverstein, Dylan Bolden, Rune Jacobsen and Rohan Sajdeh are long-time senior executives at the Boston Consulting Group. 

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