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Empathy and Brand Loyalty: Connecting with Your Audience | Seatle Interactive 2019

Corrie Wilder (Speaker) Director, Marketing & Communications / Clinical Assistant Professor, Edward R. Murrow College of Communication, WSU

Do you tell your customers what you want them to hear without first considering if they actually care about what you are saying? If you do, you're not alone. As brand leaders, we are our own biggest cheerleaders and often expect our enthusiasm to be contagious, regardless of whether our audience understands us. As communications professionals, it is our job to create connections, and the strongest connections are made when we take the time to get to know our customers on a deep, personal level.

In this session you will learn how to gain a deeper understanding of your customers and create a brand experience they will care about.

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Empathy and Brand Loyalty: Connecting with Your Audience | Seatle Interactive 2019

  1. 1. Empathy and brand loyalty: Connecting with your audience Corrie Wilder Director of Marketing & Communications/Clinical Assistant Professor Edward R. Murrow College of Communication, WSU
  2. 2. Humans only have an attention span of 8 seconds. One second less than a goldfish.
  3. 3. Source:cartoongroup.Thisimageiscopyrightprotected.Thecopyrightownerreservesallrights.
  4. 4. EMPATHY
  5. 5. “Humans are unpredictable mushy bags of irrationality and emotion.” —Philip Sackl. Head of Design at Freeletics
  6. 6. Source:cartoonstock.com
  7. 7. Expose yourself to the world of the people who use your product.
  8. 8. Source:Smithsonian.com
  9. 9. Source:Smithsonian.com NO WHEELS!
  10. 10. Understanding human nature takes a really long time.
  11. 11. Source:.WashingtonEnvironmentalCouncil
  12. 12. • Be curious about the world • Immerse yourself in the world of the people you want to reach • Go narrow • Go deep • Data is powerful but not omniscient • Make small improvements to the world and be proud of them.

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