What is it about a brand that can draw people to it? Susan Fournier is a researcher who did a study on how sometimes our relationships with a brand almost start to resemble our relationships with the people in our lives. What drives this?
Have you ever identified so strongly with a brand that you started to tell everyone about it. You became fiercely loyal to it, and would do anything for it? Think about it. What brands are you in love with? Have you ever broken up with a brand? How do you feel about it now? Does it feel like that awkward ex?
I have a few brands that I am in love with. My latest affair is with a coffee shop here in Bozeman, from which I am currently writing this post. This shop, Zocalo, is incredible. I love their coffee, the people who work here, the owner, the atmosphere, and what it stands for. My love for this coffee shop is filling a void in my life that was left by another coffee house, my ex. I had another shop in town that I loved. I loved the people and the coffee. Then it got a new owner. After being wronged by this owner I broke up with that shop. I had always told everyone I knew to go there and suddenly told everyone I knew about the break up and that they shouldn't go there either. Then I met Zocalo. It was love at first sight. They won me over so quickly and I am fiercely committed to this relationship. I encourage all of you to go meet my love!! (They are located on Main between Black and Bozeman, across from US Bank.)
What drove this love? I also think about how some people fall in love with their shoe brand (Chucks, Toms, Jimmy Choo), their purse brand (Louis Vuitton, need I list more), or any number of other brands. Their consumers sing their praises. Swear by them. Wouldn't dream of cheating on them. This is the dream of every company and marketer. To create a brand with such an identifiable personality that people fall in love with it.
I would have to agree with you when you mention that brands are like relationships. If you are treated well by that brand, you tell all your friends and they want to have the same kind of experience. Also you want a relationship with good qualities, good morals and treats people right. The second someone mentions being wronged, everyone has a bad taste in their mouth when they hear that name. When a guy treats a girl wrong, it spreads like wild fire and there is no getting away gossip. Once treated well, you never want to loose a good thing. A huge thanks to all the brands that pride themselves on customer service and great atmospheres, they make us feel comfortable.
ReplyDeleteAgreed!! Thank you to all of the good brands out there who are going above and beyond! Kudos for creating great experiences!
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