The entire purpose of a brand is to encourage loyalty to your product. Products without brands are commodities. Loyalty is often the only reason that a consumer chooses one brand over another. Yet, loyalty is one of those ephemeral things that few marketers really understand. That’s largely because there are different kinds of loyalty, and it’s often not understood how that applies to marketing.
Family loyalty - When you’ll do something for someone not because you like them, but because you’re related, that’s family loyalty. This is something of an unattainably holy grail in marketing, reflected by companies that use folksy pitches and appeals that can border on guilt. Read the rest of this entry »
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