Trends 4 Friends: Unbreakable Bonds – Brand Loyalty Beyond Reason

For Context

When prices rise, budgets tighten, yet 72% of customers will continue to shell out cash for their favorite brands. Why? Brand loyalty. It brings us comfort and can save us from the unknown. And when firmly ingrained, it can even make us immune to reason – a marketer's dream in today's economy.

What's It All For?

It's easy to mistake habits for loyalty. While a consumer might consistently choose a brand, it could simply mean something better or cheaper hasn't come along yet. Those who are most loyal have an emotional connection to the brand and often feel it's the only option for them. Listen to what consumers have to say – chances are their language will convey their level of loyalty.

To Simplify

Shifting consumers from preference to need requires marketers to take a good, honest look at themselves.

1. Know your starting point – how do your best customers describe you today?
2. Define your ceiling – what does "loyalty beyond reason" look like in your industry?
3. Adjust your advertising – are you attribute- or benefit-driven? How do you create an emotional response?

To Ponder: Would my customers still choose me if something different came along?

(Adweek 2023, Marigold 2022, Gallup 2022, MBLM 2022)