Announcing Our Next Soho Retail Network Breakfast! Branding and the Unicorn – Creating Irrational Loyalty with the Ideal Customer Archetype

Do you ever wonder how top brands create irrational loyalty among their users? The world’s most profitable and well-known brands bond in highly emotional and compelling ways with the customers who are most likely to spend the most money with them.

Deb Gabor, author of bestselling book Branding is Sex. Get Your Customer Laid and Sell the Hell Out of Anything and and CEO of Sol Marketing, will lead a highly-interactive workshop to guide you through identifying and profiling the customer who is most highly predictive of your success using the Ideal Customer Archetype methodology.

Through the use of hands-on exercises, you will learn to use this method to go beyond traditional demographic and firmographic profiles to hone in on behavioral and attitudinal attributes that enhance the climate of consideration for your brand.

Once you intimately know your Ideal Customer, you can identify opportunities to make your brand part of your customers’ self concept, tell your brand story more effectively and focus your marketing efforts on the customers who will help you win.


8:30am:  Breakfast is served and mix & mingle with other retail managers

8:50am:  Intro – Soho Retail Network

9-10am – Presentation by Sol Marketing

10-10:30 – Networking & Wrap-Up