WEBVTT NOTE This file was generated by Descript 00:00:01.340 --> 00:00:04.810 Plenty of good brands have high customer satisfaction ratings, 00:00:05.090 --> 00:00:06.529 but that's not always enough. 00:00:07.180 --> 00:00:10.860 It's the customers who also form an emotional connection with the brand 00:00:11.110 --> 00:00:16.259 who are 25 to 100 percent more valuable in terms of revenue and profitability. 00:00:16.969 --> 00:00:19.840 One study looked at 39 well known brands. 00:00:20.160 --> 00:00:24.229 And compared the number of customers who considered them a good brand to the 00:00:24.230 --> 00:00:26.650 number who felt an emotional connection. 00:00:27.089 --> 00:00:30.780 The striking result is that even good brands aren't always connecting 00:00:30.780 --> 00:00:32.449 emotionally with their customers. 00:00:33.009 --> 00:00:37.430 Brands like Coca Cola, Nike and Starbucks, whose heavy investment in 00:00:37.460 --> 00:00:41.879 advertising and customer experiences have gotten them good brand ratings. 00:00:42.129 --> 00:00:45.879 Still falls short of their smaller rivals, whose customers are more 00:00:45.879 --> 00:00:50.420 emotionally connected and the most ubiquitous brands, such as Walmart, 00:00:50.510 --> 00:00:55.659 McDonald's and Facebook, ranked among the lowest in the study variations 00:00:55.660 --> 00:00:57.730 within industries can be dramatic. 00:00:58.075 --> 00:01:02.355 Ratings within the insurance industry are quite similar, but superstars 00:01:02.365 --> 00:01:06.145 within the airline industry and financial services have found ways 00:01:06.165 --> 00:01:10.475 to soar above the competition by translating their strong brand image 00:01:10.504 --> 00:01:12.514 into real emotional connection. 00:01:13.054 --> 00:01:14.984 It isn't all about price either. 00:01:15.240 --> 00:01:20.359 Although BMW and Tiffany ranked highest on the list, brands don't need to be upscale 00:01:20.389 --> 00:01:22.580 to have strong emotional connections. 00:01:23.130 --> 00:01:26.919 A company's job isn't done when customers are simply satisfied. 00:01:27.249 --> 00:01:30.769 Even good customers can become better customers if you can 00:01:30.770 --> 00:01:32.909 find a way to make it personal.