Binge Worthy Branding: Build Customer Loyalty Using AI and Personalization Like Amazon, Netflix, and Starbucks

By Sterling McKinley

• Language: English
• Publisher: Stratford Publishing Group
• Release date: Jun 4, 2020
• ISBN: 9780578682709

Book preview

BINGE WORTHY BRANDING

Build Customer Loyalty

Using AI and Personalization

Like Amazon, Netflix, and Starbucks

STERLING McKINLEY

Stratford Publishing Group

3171 S 129th East Ave, Suite A PMB 2001

Tulsa, Oklahoma 74134

© 2020 Sterling McKinley

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval system, without permission in writing from the author.

For booking and media inquiries,

contact Sterling McKinley at sterlingmckinley.com

ISBNs

Paperback 978-0-578-64358-8

Ebook 978-0-578-68270-9

Cover Design: Marshall Fox, 120 Design Studio

Photography: Justin Ross, Ross Multimedia Group, LLC

DEDICATION

This book is dedicated to my father

Wilbert Sterling McKinley, Jr.

You are my hero.

Thank you for teaching me to

Think Big, Dream Big, and Build Big.

Table of Contents

INTRODUCTION

What Makes A Binge Worthy Brand?

What Is Artificial Intelligence?

How To Use AI

Why You Cannot Ignore AI

The Personalization Economy

Be Like Chick-Fil-A

Breaking Bad Habits

Don’t Fear The Terminator

Who Killed Blockbuster?

Best Friends Forever

Say Hello To The New Hire

Invite AI Into The C-Suite

Making The Invisible Visible

Set It But Do Not Forget It

The End Of Campaigns

NETFLIX

93% Match

Spoiler Alert

One Size Doesn't Fit All

Right Place, Right Time

STARBUCKS

Pumpkin Spice Latte

Starbucks Rewards

Net Promoter Score

Promoters

Detractors

Passives

AMAZON

Hiding Packages

Alexa, Can You Hear Me?

The Chatter About Chatbots

Prime Daze

HOW I BECAME A BINGE WORTHY BRAND

ABOUT THE AUTHOR

Bonus: Binge Worthy Branding Companion Course

INTRODUCTION

Customers are like kids: They’re always growing.

Your branding should grow with them too.

T

his book is intended as an introduction to a new era of branding that I like to call Binge Worthy Branding™. Rather than teach specific tactics or offer a step-by-step technical guide, I want to prepare you for the ever-expanding expectations of your customers.

Binge Worthy Branding explains how you create a brand that attracts a cult-like following and unflinching customer loyalty.

Binge worthy brands like Amazon®, Netflix®, and Starbucks® have one thing in common: They use artificial intelligence (AI) to keep you binge-watching and shopping. They are customer-focused, and they make it easy to do business with them.

I liken this time to the pre-iPhone era when Samsung dominated the mobile phone market. Then in an instant, Apple released the iPhone filled with apps and destroyed the competition.

Your brand doesn’t have long before a similar shift takes place that causes a massive shift in your customer’s behavior. They will no longer settle for a slow, unresponsive, mass-produced brand. They will seek out brands that treat them like a caring friend, not like a number.

Traditional branding is dead.

The current business landscape seems to be obsessed with acquiring new customers. Can you blame them? New customers are sexy and signal growth. However, no one is addressing the elephant in the room: Customer loyalty is declining.

The conversation needs to shift to how to retain customers. Forty-six percent of customers are more likely to try new brands than they were five years ago. Despite these trends, brands are making few adjustments to their branding strategies. The implications of not rethinking branding toward building loyal customers are alarming. Continuously investing money into brand efforts that do little to build brand loyalty needs to stop.

WHAT MAKES A BINGE WORTHY BRAND?

A brand is not a logo or a flashy commercial.

A

brand exists only in the minds of your customers. A brand is the total of all the impressions a customer has had