Brand loyalty and brand evangelists
While unloading the dishwasher, I thought about how much I like Electrasol’s dishwasher detergent tablets with the little ball in them…so much so that I won’t buy any other kind. That got me to thinking about brand loyalty and consumer behavior.
Until recently I was not very brand loyal. As a matter of fact I was the most value oriented shopper on the planet. Store brands were my friends and I bought them before I bought name brands. I scoffed at name brands, those giant wasters of money. However, my spouse got me to trying a few name brands shortly after we wed…and I found what some already know…these products work. Now I’m a happy brand evangelist of products; Swiffer products (all types), Kirkland Honey Ham and
What many brands aren’t doing is going beyond the old testimonial ad and using brand evangelists to help recruit new customers.
A CNN story that offers the opinion that half of social media campaigns will flop reminds me that brands have to understand our customers and engage them where they live, where they work –in a personal, individual way—keep me buying Swiffer products in the face of my declining $$ power. In the article Adam Sarner says there must be a mutual purpose. “By a “mutual purpose,” he means a way to serve both the company putting out the campaign and the audience interacting with it: finding that balance is not easy.”
And therein lies the reason to get to know the users, why they use, and when and what they like about your products. Understanding brand evangelists, offering new ways to engage them that have a mutual purpose is beyond necessary in these times. Also mandatory is speaking about the brand’s value so that the head and heart/emotional commitment (to a product) work together to further sales.
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Posted in marketing | 
Tags: brand evangelists, brand loyalty, economy, homebuilder marketing, Swiffer
