Loyalty360: A Q&A with Author Doug Zarkin on Moving Your Brand Out of the Friend Zone and Creating Emotional Loyalty

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For marketers and customer loyalty professionals, creating authentic emotional connections between the brand and consumers is vital to success in today’s competitive marketplace. Consumers are seeking more value beyond the transaction, and if they don’t find it with one brand, they’ll swiftly switch to another.

Doug Zarkin is the Chief Brand Officer at Good Feet Worldwide and is an experienced marketing leader with a background spanning from advertising to fashion and beauty and now to health and wellness. His new book, MOVING YOUR BRAND OUT OF THE FRIEND ZONE, comes at a critical point for those immersed in the customer loyalty industry. Zarkin describes how brands stuck in “the friend zone” may be perceived by customers, what their value proposition should be, and how they may be able to reinvent themselves.   

Mark Johnson, CEO of Loyalty360, spoke with Doug Zarkin about The Brand Value Equation, the Art of Sacrifice, and “thinking human.”

Capíttulos

1. Loyalty360: A Q&A with Author Doug Zarkin on Moving Your Brand Out of the Friend Zone and Creating Emotional Loyalty (00:00:00)

2. Intro (00:00:05)

3. Tell us about you (00:01:10)

4. Tell us about your book Moving your Brand out of the Friend Zone (00:02:53)

5. Why should brands not be in the friend zone (00:04:11)

6. How do brands address emotional loyalty (00:06:02)

7. Brand Value Equation (00:07:26)

8. Brand positioning and the art of sacrifice (00:09:11)

9. What are you seeing around brands understanding their customers (00:10:17)

10. How should brands look to add value (00:10:48)

11. Currency of Trust (00:11:59)

12. Personalization (00:13:21)

13. Biggest challenge you have solved in your career (00:14:18)

14. What are you most proud of in your career (00:15:38)

15. What should brands do to be more impactful (00:16:32)

16. What brands are you loyalty to (00:17:25)

17. Quick fire questions (00:18:16)

18. Outro (00:20:19)