The Participation Game: How the Top 100 Brands Build Loyalty in a Skeptical World

Norty Cohen

Today's consumers are in charge of the ads they see and the brands they choose to let into their world. Their friends are generating hundreds of interesting and compelling posts per day that are commanding their attention.

For marketers who assume they can join the conversation, the question is not just how to get some of this attention. It’s how to give it. Even though the game has changed, many brands still play by the old rules, assuming that consumers want to welcome their messaging. Yet other brands easily build authentic connectivity and lead consumers through the purchase funnel to loyalty.

When Creative Agency Moosylvania’s Owner, Norty Cohen, opened his own research facility six years ago, his team set out to answer the question, “How and Why Do Consumers Adopt Brands?” The author’s team asked the write-in question “Name Your Three Favorite Brands” a total of 5,000 times over a five-year period. Given the responses, the Moosylvania team probed into how and why they became their favorites.

In this entertaining and informative journey, consumer responses match up to case studies, key findings and interviews with top brands. The study reveals a new approach, asserting that brand participation is the X factor to building loyalty.

The Participation Game examines how and why consumers adopt brands. Based on four years of consumer research and 3,000 case studies, the book explores the variables that drive consumers to participate in their favorite brands.

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PeerSphere: Volume 6, Number 2

PeerSphere is the quarterly e-journal of the Chief Marketing Officer (CMO) Council, an organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The journal is peer-inspired, peer-driven and peer-influenced and provides insight from global marketing leaders about best practices and strategies in the marketplace.

The latest issue of PeerSphere is now available and covers a wide range of subjects relevant to global marketing leaders and features articles on a variety of pertinent subjects, among them:

• How chatbots can help to revamp your social engagement strategy
• Stereotypes to avoid when marketing to millennials
• The components that most LinkedIn marketing programs are missing
• Q&A articles with marketing leaders at T-Mobile and HH Global
• Insights from marketing leaders at IBM Watson, Conversica, SAS and more

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