The Power of Intention in Brand Building
There are many different levels of brand loyalty. These levels are defined by the degree of commitment corporate leadership and the overall company culture demonstrates in serving their customers.
There is, however, a clear dividing line that separates companies into two distinct groups. As psychiatrist David R. Hawkins’s consciousness research reveals, there is a clear line between companies with and without integrity.
To illustrate this critical factor in business success, let’s compare the different qualities of integrous and nonintegrous businesses:
| Businesses without Integrity | Businesses with Integrity |
|---|---|
| Exploitative intention toward customer | Transactional/relational intention toward customer |
| Focus on short-term profit | Focus on long-term relationship (profits are a consequence of serving customers) |
| Apathetic toward customer needs | Positive feelings toward customers |
| Worldview: “If we don’t get their money, someone else will.” | Worldview: “We are grateful for the opportunity to serve our customers.” |
| Short-term focus | Long-term vision |
| Selfish and greedy | Supports the community (invests in programs that don’t necessarily yield immediate revenue) |
| Deceitful and disingenuous | Honest and trustworthy |
| Bureaucratic | Effective and creative |
| Exploits employees | Supports and uplifts employees; perceives employees as part of a family |
| Does the bare minimum for customers | Goes the extra mile for its customers |
| Revenue-centric | Customer-centric |
| Uncaringly destroys environment | Ecologically aware; moves toward long-term environmental sustainability |
| Uses force to feed financial coffers | Comes from power to build a long-term, sustainable business |
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Businesses with integrity include Southwest Airlines, Apple, Costco, Wal-Mart, Zappos, L.L. Bean, FedEx and Amazon. Businesses without integrity include Enron, WorldCom, Countrywide Financial and AIG. Which companies do you think have loyal customers?
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