On June 2nd, I published a post called Mozilla’s Firefox as a Relationship Brand where I discussed how Firefox has become a perfect example of a brand whose success relies heavily on its relationship with loyal customers. I also mentioned that Mozilla was leveraging that relationship with its customers with Firefox 3 Download Day where the company asked customers to help set a Guinness World Record for the most downloads of a software program within 24 hours. The official results are in and a new world record was, in fact, set.
Can you guess how many downloads of Firefox 3 occurred between 18:16 UTC on June 17, 2008 to 18:16 UTC on June 18, 2008?
The final result was confirmed by Guinness World Record judges on July 2, 2008 as 8,002,530 downloads within 24 hours. Getting over 8 million people to act in a single 24-hour period certainly symbolizes a strong relationship with the Firefox brand.
At this point, Firefox holds 19% market share of the Internet browser customer audience, still significantly behind Microsoft’s Internet Explorer. However, with relationships that strong, Firefox stands in a great position to keep chipping away at that market share. In fact, relationship brands typically invite strong brand loyalty, which leads to word-of-mouth marketing from vocal influencers. With that in mind, Firefox is poised to steal market share faster than ever in the short-term.
Have you spent time and resources to develop a relationship between your brand and your customers? If not, what are you waiting for?
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