Behavioral Grooves Podcast Why Brands That Get Personal Win Big | Ken Hughes
Jul 14, 2025
Ken Hughes, a global customer experience strategist, delves into the intricate dance of creativity and emotional loyalty. He humorously shares his experiences of trying something new daily, from painting toenails to peculiar drinks. The discussion highlights the need for brands to foster emotional connections and break out of routine thinking. Ken emphasizes the importance of creativity in workplace culture and how vulnerability can enhance customer experiences. He also addresses how leadership's emotional intelligence can shape brand intimacy in a digital world.
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Creative Experiment Sparks Joy
- Ken Hughes did an experiment doing something new each day for a year to rewire his creativity.
- Painting his toenails brought him daily joy and challenged social norms about masculinity.
Challenge Norms for Creativity
- Challenge norms and try things outside your comfort zone to spark new perspectives.
- Simple acts like painting your nails can unlock unexpected joy and creativity.
Emotional Loyalty Builds Brand Intimacy
- Emotional loyalty is deeper than transactional loyalty and connects values between brand and customer.
- Brands that create intimacy foster community, belonging, and sustained loyalty.
