What’s your business aim? To achieve growth? To create a winning corporate culture? Deb Gabor, keynote speaker and bestselling author is on a mission to inspire 1 million brands to create irrational loyalty.

Yes, that’s also the name of her latest book, Irrational Loyalty, but the premise behind it should strike a chord with anyone who owns a business - not least because the subtitle is - Building a Brand That Thrives In Turbulent Times. And times don’t get much more turbulent than the ones we are currently living through.

The irrepressible Deb was born to brand and excels at her craft. With Dell as one of her core customers, Deb knows her stuff and is compelled to share her ‘grow or die’ mindset with other entrepreneurially spirited leaders.

At the heart of this episode is the need for businesses to understand their core customer as a person, and (in Deb’s own words), understanding what your customer needs to do to get laid and if you can achieve that, you’ll get their irrational loyalty and growth for your business.

“Irrational loyalty is that condition where people are so indelibly bonded to a brand that they feel like they were cheating on it if they were to choose a competitor or an alternative… I'm in the business of creating those conditions, which can sustain brands for the long term, make them grow profitably, rapidly, and in a highly focused way.”

On today’s podcast:

Irrational loyalty
The four things the biggest brands in the world do
Creating the ideal customer profile
A niche is the sexiest thing about business
The branding misconceptions holding businesses back
Create core values to benefit your business and your clients

Links:

Especial - Relatos da Militância Comunista no Rio Grande do Sul