What Does Empowering Have to Do With It?
I built my company on the foundation of empowering brand loyalty rather than selling SWAG*. I love SWAG and when compared to other marketing methods, SWAG has one of the highest returns on investment if done properly. However, after my first few years in the business I realized that selling SWAG had the capacity to do much more than just market to potential customers. I began to see a bigger picture, and that bigger picture was its ability to empower brand loyalty. While most marketing functions strive to create brand loyalty by pushing marketing messages, I realized that it was more effective to pull customers in and empower them to be loyal to your brand.