20 Motivations That Drive Brand Loyalty
Why do consumers keep brands in their lives?
NEW THINKING
Why do consumers keep brands in their lives?
Marketers love patterns. But repetition is not always the most reliable metric for brand loyalty.
Want to raid a few brand loyalists from the competition? Here’s how. Focus on the similarities between your product and theirs. If you want to keep your fans loyal, focus on how you are different.
There are some brands we are stuck on, others we’re stuck with. Brands we’re stuck on are those where we’ve developed a relationship out of our own free will (Apple, Starbucks, Zappos). Brands we’re stuck with are those where we’ve become trapped through contracts (phone carriers, cable companies), switching costs (banks, software) or incentives (airlines via their loyalty programs).
Often we don’t leave a favorite brand because of anything dramatic. In fact, quite the opposite: the experiences we have quietly fade to the point where there’s less reasons to stay than to go.