Social Innovation, Inc.: 5 Strategies for Driving Business Growth through Social Change

Chapter 6. STRATEGY THREE: BUILD EMOTIONAL BONDS WITH CUSTOMERS

So far we have explored using submarket offerings and backdoor market entry to drive profits and social impact. Although both of those can improve a company's reputation with potential customers and other groups, the strategy in this chapter is about a powerful new form of customer loyalty I call emotive customer bonding. This social innovation is about leveraging the customer experience to address meaningful social problems, and in so doing, building an almost familial allegiance to your brand. In today's commoditized, undifferentiated world of goods and services, the value of adding a "soul" to a brand is priceless.

OfficeMax's A Day Made Better

The Hills reality TV star Audrina Partridge ...