The Approach

We use a proprietary model that details how people form relationships with brands, turning prospects turn into long-term brand advocates. It provides an unconventional perspective of how the most successful brands create rabid fan bases, in effect, causing them to be more scalable and profitable.

  • The Brand Ecosystem Model is the linchpin to predicting and architecting profitability and scalability. It defines why a customer will transact in response to what you do as a brand; and, it predicts if and why that customer will continue to buy repeatedly over time. The model provides a detailed understanding of the messages and experiences that matter most in terms of creating a lasting bond between your brand and your customer. Learn more here.

  • Craig Wilson’s been referred to as an alchemist, a savant, and a pain in the ass. A self-proclaimed “empirical anthropologist,” Craig’s breakthrough was penning a 5-year strategic plan for Patagonia that catapulted the brand to $1B. Craig’s mission is to make the world a more empathic place, one business at a time. Read more about Craig here.

  • The Compass and the Nail outlines game changing insights for providers of any product or service who desire fiercely loyal customers. By illuminating the phenomenon of “following,” and how it can be methodically applied to a larger context, this book demonstrates how a brand’s ecosystem can be fashioned to optimize the brand/consumer relationship. Read more about The Compass and the Nail.

  • The how, the why, and the wherefore of implementing and optimizing loyalty. Through the lens of the Brand Ecosystem Model learn how iconic companies such as Apple, Patagonia, Supreme, and goop transform average customers into brand advocate superheroes. And more importantly, learn the functional tools that drive brand loyalty, how to measure the efficacy of creating brand advocates, and why they are the engine of revenue growth and profitability. See the Curriculum Discussion Guide here.