Zealots identify with the vision, the mission, the underlying values of a brand.
They may like the product, but they love the emotion and character behind the product. Consider a product or company you consider yourself a Zealot of.
Don’t they strike at something that is core to your beliefs or character?
Did I mention I became a Zealot of Ford Motor Company? The American auto manufacturer announced May 6 that they would be producing electric vehicles for their line, beginning in 2011. On the same day, there was a news article noting that General Motors was “learning” from Chrysler’s bankruptcy actions. I definitely identify with the company busy reinventing itself versus the one looking for government bailout.
Another core value for me. I believe in energy independence. An electric car does that. Electric is a clean fuel, especially if produced in nuclear plants. The U.S. does not need a pipeline to the Middle East for electricity. So, for me, Ford Motor Company is solving environmental issues, energy independence, and fueling (pun intended) foreign interests.
Why I will give Ford every benefit of the doubt when the electric vehicle is released. And, add them to my list of Zealotry brands.
Guest Relations Marketing
Transforming Prospects to Guests, and Guests to Zealots