Discuss: Brand Loyalty
Apr 5, 2013
The concept of “brand loyalty” is something that every company aspires to instill within its customers. (Can we make people love our product so much that they will use only our product and accept no substitutes?) My Father is a prime example of the type of fiercely loyal purchaser that gives advertising executives goosebumps. Allow me to show you what I mean.
Waitress: What can I get you to drink, sir?
Father: Diet Pepsi.
Waitress: Is Coke okay?
Father: No, it’s not.
Where most people might be willing to trade one glass of caramel-colored cola for another, my Father considers any suggestion of substitution a personal affront to his character. Like suggesting he might be a closeted Communist or kick puppies for fun and sport.
His seething hatred for Coca-Cola makes traveling to the states of Utah and Georgia a real challenge for him. Should he enter a fast food joint to find that it only stocks Coke, it’s very likely we’ll be eating somewhere else that day. And sure, he’ll drink a Dr. Pepper, a 7-Up or a Fresca if you have it, but offer him a Coke and it might as well come with a side of syphilis.
As for myself, I’m so loyal to Dial soap that I carry a bar with me when I travel. I also refuse to buy any baking flour other than Gold Medal. And if you deign to suggest that a Heath Bar can even hold half-a-melted-birthday-candle to the deliciousness that is the Skor Bar, then we can no longer be friends. Such a philosophical chasm is simply uncrossable.
So what about you: are you fiercely loyal to a laundry detergent or a window cleaner? Do you refuse to use any search engine but Google or buy only Apple products? Can you really taste the difference between Pepsi and Coke? Leave your thoughts in the comments.