The Female Quotient’s CEO on redesigning emotional connections with customers | Brand Love Stories

Brand love stories is a video series by Oath, home to 50+ media technology brands, exploring the nuanced aspects that connect customers to brands they love, with keys insights and perspectives from some of the best minds in the industry.

Brands cannot forge a real relationship with their customers if they can’t measure how emotionally connected they are to their brands. This is the point of view outlined by Shelley Zalis, chief executive officer at The Female Quotient in the second episode of Oath’s brand love stories series.

“There’s not a single person in the world that has a linear mind. It’s basically: do you like the brand? Would you share the brand? And what would you say about the brand? I think those are the kinds of measurements we really need to start moving towards,” she says in the video.

But how can brands actively start building emotional connections with their customers? In a follow-up interview with The Drum, Zalis says it’s about taking a genuine interest in their lives and bringing value to them.

“You can’t treasure what you can’t measure. Brands should really know their customers and customize their messaging to them. About 40 percent of women say they do not identify at all with the women they see in advertising.

“We’ve partnered with ANA’s Alliance for Family Entertainment on the #SeeHer campaign, which is leading the movement to accurately portray women and girls in the media, so that by 2020, they see themselves reflected as they truly are. If you know your customers and portray them for who they truly are, then they will invite you into their lives,” she says.

When asked how brands can strive to be more authentic in their actions, she says in today’s digital age, brands can no longer hide things. It is better to be upfront and honest.

“If you mess up, ask for forgiveness. And if your customers love you, they will forgive you. It’s a relationship based on trust. If you build that, your customers won’t ever leave you,” she says.

The brand love five-part series continues every Thursday. Catch up on the first episode here, as Rob Reilly, global creative chairman at McCann Worldgroup, talks about the concept of brand loyalty.