Through a special arrangement, presented here for discussion is a summary of a current article from the Loyalty 360 blog.
On May 25, after more than 4,500 episodes (each of which drew about 12 million viewers in the U.S. at its peak) and some 30,000 guests, The Oprah Winfrey Show came to an end. During its run, Ms. Winfrey launched a magazine, produced movies, and basically single-handedly catapulted several of her go-to people to instant fame such as Dr. Phil, Dr. Oz and Rachael Ray.
If Oprah recommended a book, it became a best-seller. Her favorite things became her fans' favorite things. They write tribute songs and create Facebook pages in her honor. Harpo Studio reports that 1.4 million requests for tickets were submitted this season alone.
"I'm hard-pressed to think of a stronger brand than Oprah, and I've
studied 200 years of brands," said Harvard Business School professor Nancy
F. Koehn in a recent Bloomberg BusinessWeek article.
The fan loyalty Oprah has cultivated over the years is a best-practice example marketers and academics alike are apt to explore for years to come. Her overriding message of self-love, self-exploration, and determination has certainly resonated with millions of people worldwide. But it's not just that her message struck a chord with her audience, it's also the engaging way she inspires them by honestly revealing her own experiences -- both the good and the not-so-good -- in a way that's upbeat and hopeful. She was "transparent" well before social media sent the concept to center stage.
I suggest that brands look at Oprah's transparency and see how they can best build this level of honesty and intimacy into their marketing and communications efforts. Your customers need to be able to see who you really are and what your brand is all about. This authenticity will translate as both honesty and integrity to your customers, engage them in your brand, and earn their loyalty.