Boston Consulting Group's recent publication Rocket: Eight Lessons to Secure Infinite Growth draws on the experiences of 16 business leaders to define the key factors required for long term brand growth. Fundamental to this is generating an emotional connection between your brand and your core customers - your 'apostles'.
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An apostle brand is one that understands the power of its apostles and is deeply focused on what customers really want, creating stunning emotional experiences, engaging in an authentic relationship, and then harnessing customers' loyalty and emotion. A brand becomes poised for phenomenal growth once there's a customer willing to tell its story 100 times."
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