SubscribeWhat is brand loyalty?
At ICM we are about to do a major rebrand with one of our existing clients and we began to discuss, just in studio amongst ourselves, what brands we are brand loyal to. I slowly began to worry that I wasn’t loyal to a single brand (maybe Arsenal, but that’s another debate). I wear mainly non-branded clothes from a variety of shops, I buy food in local shops, I change shampoo every time depending how I feel and the list goes on.
A chap from Heinz once said that brand loyalty was not when someone picks Heinz beans over other brands from a shelf, but when they go to a different shop because they didn’t have Heinz. On Sunday I deliberately went to the corner shop instead of the big Co op next to my house, because the corner shop sells Lucozade. And in my amazement realised that I was brand loyal and that this is what it feels like. Even more than this I felt relieved, I am a normal consumer and marketing effects everyone.
Posted by Tasha on Monday 12th of November 2007 at 5:11pm
Sunday morning? Corner shop? Lucozade?
Are you sure there aren't a few more brands you're loyal to: Fosters? Carlsberg? Magners?
Posted by Richard on Monday 12th of November 2007 at 5:49pm