Whirlpool announced 4 innovative moms who invented something cool for their product line. Each mom got a slew of cash and a chance to attend a business bootcamp to meet with product developers at Whirlpool.

The quote from the grand prize winner really stood out. Mary Anne Amato will be awarded a $20,000 grant to put her idea into the hands of consumers across the country. She said:

“I am so grateful to Whirlpool for their commitment to moms, and for honoring inventions like [mine]. The grant is invaluable — and I am so grateful for the opportunity to turn my dream into reality and ultimately, make life easier for other moms.”

Do you see what stands out? Amato said that Whirlpool is committed to moms. Now, why does Amato believe this? Is it because Whirlpool’s podcast focuses on the issues that moms care about?

Hmmm…I wonder how many of you would like to have this type of brand loyalty? Well first, you need to define what your brand is and who it stands for. Then, you can develop all the tools necessary to connect your brand with your target market.

This is what Whirlpool does so well. And many laughed at Whirlpool last year when they launched a podcast that never once mentioned its products. Yet, look at the image they have built for themselves in the minds of their target market.

Powerful.

Technorati: podcasting