Sunday, June 13, 2010

Calculating the "Love Quotient"

It is no secret that because humans are powered by emotion, most decisions are made on emotion and later rationalized with logic. As neurologist Donald Calne explains, “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” Given that context, it is natural that everything we do involves relationships and how we feel towards that relationship. This explains our attraction to certain people who have a “personal magnetism” or “charisma” derived from the Greek “kharisma", meaning “divine gift.” The French call it "je ne sais quoi," or "I know not what." This characteristic is hard to define, but easily recognizable in people we like and admire.

Charismatic Leaders know how to connect with people. They take the time to scan and read their environment, and are adept at picking up the moods and concerns of individuals as well as larger audiences. They will then hone their words and actions to suit each situation. Charismatic Leaders pay a great deal of attention to the person they are talking to at any one time, making that person feel like he/she is the most important person in the world.

While many believe that charisma is an inherent trait, some people believe it can be cultivated. Here are ThinkSimpleNow's 8 Keys to Instant Charisma:
1. Mirroring the actions and expressions of the person you are talking to
2. Remembering Names
3. Being genuinely Interested in the person
4. Allowing Others to Talk
5. Having an Intention to get to know the other person
6. Offering Help
7. Smiling
8. Having Authenticity

In “IQ vs EQ” by Candy Tymson, she explains that recruitment specialists admit that the emotional competence (EQ) of the candidate is proving to be as important today as their intellectual competence (IQ). Out-of-control emotions can make smart people ineffective. Those candidates that have emotional competence are able to control and direct their emotions and feelings, without being so controlled that they stifle all feeling and spontaneity - and therefore any spontaneous behavior from those around them.

It is therefore natural that marketers are realizing that building loyalty for their brands involves developing a personal relationship with their audience. Joel Desgrippes of BrandImage explains it best. “Branding is not only about ubiquity, visibility, and functions; it is about bonding emotionally with people in their daily life. Only when a product or a service kindles an emotional dialogue with the consumer, can this product or service qualify to be a brand.”

There are four levels of customer engagement to strengthen the bond between a consumer and a brand:
1. Confidence in the brand’s promise
2. Belief in its integrity
3. Pride in being a customer
4. Passion for the brand
This is why social media is becoming front and center of an integrated marketing strategy.

The 10 Commandments to Understanding Social Media – Kyle Lacy (expanding on Marc Gobe’s book “Emotional Branding”)
  1. Think of consumers as people
  2. Create products as experiences
  3. Convert honesty to trust
  4. Change quality to preference
  5. Shift notoriety to aspiration
  6. Switch identity to personality
  7. Revert function to feel
  8. Propel ubiquity to presence
  9. Make communication a dialog
  10. Transform service into a relationship
While much has been talked about the Intelligence Quotient and the Emotional Quotient, having both in the right balance adds up to the Love Quotient (IQ + EQ = LQ). Just as individuals who have a high LQ have a loyal following, brands that do will have a loyal fan base that will help them grow exponentially. As history has shown us. it takes passionate grass roots movements to bring about revolutionary changes. It takes genuine interest to start a love fest.

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