Make Business Matter

Cult Brands—those brands that have mastered the art of building meaningful relationships—use seven principles to create a following of passionate fans. Join me, Aaron Shields, as I explore the remaining four principles Cult Brands use to cultivate loyalty.

Cult Brands—those brands that have mastered the art of building meaningful relationships—use seven principles to create a following of passionate fans. Join me, Aaron Shields, as I explore the first three principles Cult Brands use to cultivate loyalty.

Most loyalty programs don't work, yet many companies still continue to use them. Join me, Aaron Shields, as I explain why most loyalty programs fail and how you can create true loyalty.

Customer loyalty is the holy grail of marketing. Join me as I explore Cult Brands—brands that command high levels of loyalty—and what any brand can learn from them.

Brands are coauthored experiences with a customer. It isn't just what a company says it is, it's what the customer perceives it to be. Join me as I discuss the three elements that contribute to how a brand is perceived: vision, culture, and customer. Leadership creates a vision that inspires employees whose behaviors—through direct interaction and marketing— translate your brand to your customers. These elements influence each other and collectively create a perception about the company. That perception is the brand.

Most people thinking branding is making logos and taglines. Logos and taglines are part of the brand identity but not the brand itself. Join me as I answer, “What is branding?” and explore how branding is a coauthored experience between you and your customers.

I answer the question: What Is The Purpose of Business? Hint: It's not what most people think: it's not about profit or revenue; that's just a byproduct.

Welcome to the Make Business Matter Podcast! This podcast is the podcast of The Cult Branding Company. In this introductory episode, I introduce myself and tell you what this podcast is all about.