Truth, Lies & Loyalty
Let's just get this straight once and for all: There is no such thing as brand loyalty. Each of us likes certain brands and may even love them. We may buy them most of the time, or perhaps even every time. But the idea that we have a true bond with any brand, like the kind of commitment we have in real life with our friends and family, is a farce. This doesn't mean we shouldn't try to create that kind of loyalty; most of us tell ourselves that's the end game and it's always important to aim high.
What it does mean is that we should take a harder look at how we go about creating what we call loyalty. We need to admit that coupons, discounts, points and prizes are just beanbags. We ought to spend more time thinking about the stuff that really matters to people, and serve that up each and every day.
That means products and services that really and truly solve problems and help people live happier lives. Providing a helping hand when someone really needs it, and smiling because we truly mean it. It's not because the customer is always right (nobody's perfect). It's because it's up to us to make it right. We may not get the same kind of loyalty we enjoy with our family and friends, but we'll have more fun, and so will everyone else. Loyalty is what we make it.
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No brand loyalty?!?!?!
I can't believe you have uttered those words. Can it be true? All marketers have to do is look at their own lives for examples. But of course, marketers are not the marketed to -- it's them, the other, those people out there somewhere, that demographic, those single-twentysomethings-with-an income-of-$60,000-who-ride-bikes-to-work-and-scuba dive-on-weekends.
You are a brave man to shout out so loudly that the emperor has no clothes. And you are braver still to suggest that companies -- which are people, too -- might consider solving real problems with their products. But I am right behind you! Can you talk a little louder? Please?
Brand loyalty
To say it doesn't exist is to admit you don't know what it is or how to achieve it. Through many anectdotal research along with real studies, its quite amazing to see it at work.
Traditional media is mostly an inept form of marketing and is a huge waste. Most advertising and marketing come from agencies whose purpose is to dazzle the client not the customer. So how you'll ever build a campaign sufficient enough to attract brand loyalty is, well, a joke.
Obviously your point is to get a reaction but it also shows very poor insight into real brand loyalty.
You've never been to a drag race.
"But the idea that we have a
"But the idea that we have a true bond with any brand, like the kind of commitment we have in real life with our friends and family, is a farce."
Tim, try telling THAT to the Green Bay Packers. Think Brett Favre...
More to the point, think Reggie White. Think of the donations freely given by fans to help his cause.
Think about the team selling worthless stock, or pieces of the "frozen tundra."
In my view, there IS a deep emotional attachment to the brand within the fan base. People plan their lives around events, and modify their behaviors and relationships to accommodate their fandom.
No doubt there are other cases in which a brand "moves in" with the customer...but that was the first one that came to mind.
Mike
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