More than a magazine,Travel + Leisure is a brand fueled by a passionate following. By focusing on authentic experiences, we’ve forged relationships with some 4.9 million readers, gaining global appeal and authority.

Such emotional ties have powerful bottom-line consequences, not only for our brand but for any company competing in today’s crowded marketplace. That’s why we dedicated T+L’s fall MarketWatch event to the theme "Brand Architects: Turning Customers into Zealots." Our forum brought together speakers from a range of businesses that have succeeded brilliantly in crafting a brand with fierce devotees and reaping benefits in profits and market share. Learn their secrets here and you’ll find that the goal of creating "brand passion" is not as elusive as it might seem.

Just as important as engaging our readers is connecting with you, our marketing partners. We look forward to sharing more strategies and resources so that we can continue to prosper together.

Cheers,

Julie McGowan
SENIOR VICE PRESIDENT/PUBLISHER

Brand Architects: Turning Customers into Zealots
New York City’s Rubin Museum of Art was the setting for our November 13 MarketWatch think tank, which focused on the power of branding to create emotional connections and build powerful customer relationships.

HIGHLIGHTS:

• In today’s marketplace, forming strong emotional relationships with customers is a business imperative.
• Brands that succeed in establishing a fervent following have a strong sense of who they are and, importantly, who they are not.
• Brand experiences that give the impression of a "secret club" result in an ardent clientele.
• Word-of-mouth marketing is one of the most powerful tools for creating brand passion and, ultimately, driving revenue.

Customer Zealots: Creating, Keeping, and Nurturing Them
We gathered these key learnings from our MarketWatch speakers, who revealed their strategies and stories in a lively, enlightening forum on the theme “brand zealots.”

A SINGULAR EXPERIENCE: BUILD IT & THEY WILL COME Authentic, inimitable brand experiences lure zealots, whether it’s a Butterfield & Robinson biking tour of the Silk Road trade route in China or a stay at a beachside Rosewood resort that embraces the local Caribbean culture. You can create zealots by offering bragging rights to the rare and the real—something customers can’t get anywhere else.

PUT A PREMIUM ON THE PERSONAL Customer Relationship Management (CRM) software can help track key client information, but it can’t replace the personal contact that’s key to building relationships. Relating face-to-face with customers in dozens of daily interactions, Rosewood’s gracious doormen, valets, and concierges connect with guests like no computer can; Butterfield & Robinson insists that only human beings answer the phone. Accentuate the personal and you’ll build the emotional ties that turn customers into zealots.

LEVERAGE THE POWER OF YOUR PEOPLE Highly selective with its employees, Butterfield & Robinson knows that its creative, knowledgeable guide leaders are vital to the face of the company. JetBlue nurtures its "fuzzy slippers brigade"—crew members who enjoy the flexibility of working from home—whose job satisfaction positively impacts their customer interactions. Get the right people to work for you and they’ll embody your brand at its best.

LET WORD OF MOUTH BE YOUR MARKETING TOOL Fueled by the power of the Internet, The Knot’s popular wedding website grabbed 85% of the U.S. bridal market through word of mouth alone. JetBlue took word of mouth to the next level with its “sharing stories” ad campaign, making mini films of customer testimonials. Generate the right kind of buzz and let it take your brand to new heights.

KNOW & NURTURE YOUR ZEALOTS Louis Vuitton takes some of its best customers to Paris for an exclusive visit to its flagship store and factory. The Knot respects the community its loyal members have created, recognizing that only they can call themselves "Knotties." Zealots have their own culture, which makes a powerful networking platform; nurture them and they’ll drive business your way.

KEEP ON TOP OF THE BUZZ Blogs and websites created by zealots can have a significant marketing impact, but it’s crucial to keep the voice of the brand distinct. JetBlue states clearly when the company is posting comments on unaffiliated blogs, while Louis Vuitton watches devotees’ websites closely yet silently. Stay current with the way zealots perceive your brand, but keep your company’s identity clearly delineated.