Brand Loyalty
The reason advertisers work so hard to get the 18-35 age demographic is because early brand loyalists are (likely) lifetime loyalists. I am in the middle of this cycle of determining which brands I prefer and which ones I am still deciding upon, but the truth is that I’m loyal to only a few brands. The following is a short list of products for which I’m no longer open to alternatives (unless there is a revolution in their industry):
Computer: Apple
Phone: Apple
Design software: Adobe Photoshop/Illustrator/InDesign
Hair product: Aveda
Underwear: Distribution Center
Search Engine: Google
Video game platform: Xbox 360
SLR Camera lenses: Canon
Ink-jet printer: Epson
I’m struggling to think of any others. It’s actually kind of funny to think of the billions of dollars that go into advertising/marketing to my exact demographic and these are the only brands that have been able to break through and demand my loyalty.
What are yours?
Posted on July 8, 2009, in Pop Culture. Bookmark the permalink. 58 Comments.
Steve Evans
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Susan M
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Rusty, you wouldn’t go with Sigma for a lens?
Aveda?! (though I do like the rosemary/mint)
I don’t really get brand loyalty. I guess I’d rather be flexible than locked into one particular brand.
I actually think that’s a pretty long list, Rusty. I could only think of about three products that I have any kind of brand loyalty on, and they are toothpaste, shampoo, and soap. I can’t imagine becoming loyal to one brand of computer, phone, printer or other technical gadgetry because those industries change so quickly.
I like to use the same kind of toothpaste, but it’s a flavor not a brand. If the company stopped making it, I wouldn’t stick with the same brand necessarily but try other stuff. (And I do use a variety of toothpastes anyway, not just one.)
Being in advertising I too find this fascinating. But my question would be, did advertising/marketing affect these loyalties? Apart from Apple, I can’t really see any of the other brands you listed being marketing-based.
My most passionate brand loyalty is to Apple. Very, very loyal. A friend of mine who is a 21st century literacy specialist (basically an IT gal) is Mac loyal too. We call going from Apple to PCs going over to the dark side.
Other brands? Probably Sony for TVs and point and shoot cameras. My husband’s sort of a Sony fascist.
Cotton swabs? Definitely q-tips. I can’t use any other brand. I bring Costco size packs with me every year when I do my annual or bi-annual American shopping trips.
Nikons for SLRs.
Bumble and Bumble for frizzy hair serum.
Coke for cola drinks.
Video Game Platform: NES (original) Oh yeah!
It’s psychological. You don’t really choose to loyal to a brand. You just are.
Search engine: Google, I’m with you on that
Vitamin Water(?): Propel
Handheld Videogame: Nintendo (GB, CGB, GBA, DS. Doubt I’ll get the DSi, though)
Soda (lately): Diet Dr. Pepper
The only soap we have in the house is Bath and Body Works, but that’s not really MY call.
(Not that I mind)
You said it.
Jealous! I was forced to switch to Canvas this year.
/sob
Bike drivetrain: Shimano
Modifying Enzymes: New England Biolabs
Apple: Macoun
Culture blogs: Kulturblog
And one category for which I have “anti-brand loyalty”; i.e., I loathe chains: restaurants.
Ok, I can think of a few more now:
I’m loyal to Braeburn apples, but I don’t know if that’s a brand, and it’s definitely not based on marketing.
I only like limes, not lemons, in my drinks.
I’ve only had Shimano bike drivetrains, and I can’t imagine ever changing.
I guess I only use google for searches.
And I only drink diet coke, never pepsi.
I think I’m more with Susan. It depends on my whim and on my budget.
I can only think of a few:
Q-tips for swabs
Hellmans/Best Foods for mayonnaise
Bubbies for pickles (I’ll hunt them down-and if I can’t find them, we do without)
Zout for stain remover (only one that works on everything my boys dish out)
Our local creamery for dairy products (local and no RBGH)
Beyond that, I’m anyones grab. I have a few snobby items I prefer- Mont Blanc fountain pens, Cranes cotton paper, Dr. PH Martin’s watercolors, a Best easel- but these are luxury things- and not things I have purchased only once, in some cases.
Does anyone BUT Shimano make bike derailers? I think they have corner on the market.
I use Google too. And love Chrome.
Two marketing campaigns, or actually individual ads, have made me feel that I needed to buy the product.
The first was the Lou Reed ad for Honda Scooters in the last 80s. “Don’t settle for walkin.”
The second is Sam Eliot doing the “Beef. It’s what’s for dinner” over Aaron Copeland’s Hoedown. Not TV, radio. He first lists off like 30 beef dishes. Beef Stroganoff … Beef Burrito … etc.
On the reverse side, I will never buy an Apple due to those smug, “hip” ads. Screw you Apple for trying to get me to sell my hipness for money.
Another marketing question that has drifted through my transit: do the second tier, non-brand foods (here in Northern Utah many stores distribute “Western Family”) have a deal with the name brands that their labels have to make their product look as unappetizing as possible? For instance, Van de Camps Pork and Beans (what pork???) looks quite yummy on the label, while the Western Family Pork and Beans look like they’ve been sitting on the counter for about three days. The Western Family “Spaghettios” look like vomit. ~
I am an Apple and Google guy, too. Sony TVs, Canon ELPH digital cameras, VW cars.
Brooks Brothers dress shirts and ties, Bass loafers, Keen sandals, Lee carpenter jeans, Polo polo shirts (cheap on eBay).
Campagnolo road bike parts (old), Swiss Army Brand watches (old), Pilot Shaker mechanical pencils (old).
Hebrew National hot dogs, Tobasco, Häagen Dazs, Ghiradelli dark chocolate chips, Post Raisin Bran, Diet Coke, Snickers, LaMarr’s.
Gillette blades, Melt shaving products, Burts Bees lip balm and after-shave.
The New York Times
It’s kind of like making decisions in advance, way narrows the field. And sometimes, I’m just really picky.
How do they compare to Clausen’s? Because our local store just stopped carrying Clausens’s.
Shimano, SRAM, Campagnolo. But I meant the whole drivetrain, not just the derailleurs.
SG,
You’re right, in fact I even have a Sigma lens. And yes, Aveda. I used to get it when I worked for MAC (both Estee Lauder brands) and it works perfect for my hair. But I’m talking about hair pommade stuff, not shampoo. I don’t care about shampoo brand, I only shampoo once or twice a week anyway and I’d be happy doing it with a bar of soap.
I’m loyal to Apple because I’m a designer, not because it’s hip. I’d be laughed out of my studio if I worked on a PC (but I also happen to believe they make a superior product).
Q-Tip brand. Definitely! Seriously, who can use those flimsy plastic other cotton swabs?
Brian, what is Canvas and who is making you use it?
The biggest one is Coke. I never ever drink Pepsi. I only wear Gap jeans. I don’t put anything on my face not made by Neutrogena. Nathan’s Hot Dogs, Hellman’s Mayo, Barilla Pasta, Twinings Tea and only high quality coffee usually Starbucks, Peet’s or Seatle’s Best. Only grocery shop at Kroger though when we move that will have to change.
Clausen are good- I like them. But Bubbies- Oh Bubbies are divine. They are a half-sour pickle, and are fermented in saltwater, instead of packed in vinegar. If you like an old fashioned dill pickle, you’ll love them.
I forgot about Tabasco. A distinct flavor that no one else can fill in for.
Ritz crackers.
Goldfish.
Again, I have preferences- Pfaff sewing machine, but I have a Bernina, too. I like Primigi shoes for my kids, but can’t afford them right now- so they wear Target. I like Aveda (mmmmm the smell) and MAC make-up, but again, for now, Target works. So I don’t know if that’s brand loyalty or just slight preference.
Allen Edmonds for shoes is about the only brand I can think of that I’m truly loyal to.
Converse sneakers, of course, since I was 9. They’re also the only shoes my dad owns. Also it’s not a brand but I always shop at Target. If they don’t have it, I probably won’t get it.
Ditto with Susan. When Apple got crappy in the early 90′s and Microsoft caught up I went all Windows until just about 5 or 6 years ago. Even today if something isn’t quite up to snuff (Mobile Me, Numbers) I’d not touch it.
And Google? Try Bing. I was skeptical but it really is better except for the occasional search. And the UI makes up for it. I’ve made it my default search now. I still can’t fathom why people prefer Google Docs (which I think is underpowered with a horrible UI) over alternatives like EditGrid).
About the only thing I can think of that remotely comes close to brand loyalty is Heinz Ketchup. But that’s more because I don’t like the alternatives.
I’ve resisted trying Bing just out of loyalty to Google. For some reason I just want Bing to suck and die. It’s completely irrational, but there it is.
Brian J, I was an NEB guy, too, but I started going Fermentas for restriction enzymes that require BSA because I hate adding BSA and Fermentas includes it in the buffers. But for modifying enzymes I default to NEB.
I might consider Macs again when I’m rich. I liked the ones I owned but PCs are just so much less expensive and they do everything I need.
I buy clothing based on price. I think I do have a slight bias for Nike shoes, but I won’t pay much of a premium for them if other options are available.
Probably the brand I’m most loyal to is Cooks Illustrated. Luckily, their books and magazines aren’t too expensive.
People seriously need to scrap the so-called “Checkered Bible” and move on to something better.
And Christopher Kimball is one of my idols.
Cooks Illustrated are the only cookbooks I use anymore. And I love CK’s essay in each issue of CI.
I love Cooks Illustrated! I’ve given up Bon Apetit and Gourmet for Cooks Illustrated.
Rusty,
As a designer, what makes a Mac a better product? I realize that at one time the best software was made for a Mac, but now that all of that software is made for a PC also, what’s the difference?
I’m not loyal to any brand, however, I do like the generic Ranch dressing at Safeway or Wal-Mart over the brand name.
Me too, Tom! I suspect it’s just because it’s Microsoft, despite that fact that MS is a huge part of the local economy and many people I know work there. I did try Bing once. Meh. Another aspect is that I’m lazy and Google is right there on my Safari toolbar.
Which brings me to Apple. I like their products and I have ever since my dad brought home a Macintosh 512k when I was about 5. They are too expensive, and I love the ideal of the open-source movement, but my trusty old MacBook and even older iMac G5 do the job, and I won’t be buying a new computer anytime soon. I actually sort of detest the cult-of-Mac aspects, including their ads.
But that’s true for me generally. If I view something as trendy, I immediately become a suspicious male.
So what loyalties I do appear to have are mostly in the “if it ain’t broke don’t fix it” category, like Old Spice deodorant or Colgate Total toothpaste.
So far, my current Canon printer has been a lot more reliable than the Epson printers that preceded it. It is possible that I would have had a similarly good experience with a new Epson printer, but I have too many memories of head cleaning and printing test pages to want to try it again.
Motor oil: Valvoline.
Boots: Red Wing.
Can’t think of any others.
Bing works very well, and gets a bad rap.
Bing Maps >>> Google Maps
I’d describe mine as brand preferences rather than brand loyalties. I could definitely be persuaded to switch, or convinced to buy something based on price on any given occasion, but these are brands that I seek out, all other things constant:
- Car: Honda
- Vacuum: Dyson
- Cola: Coke
- Ketchup: Heinz
- Razor: Gillette Good News
- Browser: Firefox
- Video game platform: Nintendo
MCQ, try the Pink Lady apple — also the Jazz, if you can find it, which is a cross between Braeburn and Gala.
I am very loyal to tap water.
It shouldn’t need advertizers to convince people to use water that is just as good but thousands of times less expensive than the cheapest bottled water, but many cities are now trying this.
This isn’t true everywhere (e.g., most Texas cities in the summertime), but point taken. I’m always amazed when I visit my family in the Rocky Mountains and I see how much bottled water people buy there. Makes me wonder why.
Rusty,
I’m tempted to call you out on the XBox 360 thing. It is hard to call a single item brand loyalty. When the next generation of game machines comes out will there be brand reason to stick with XBox?
Frankly, your phone is a video game platform.
I am a Dapper Dan man…
I have completely gone over to the Apple side of the house — line upon line, if you will. And, I think my conversion is complete. I have an iMac for the desktop, a Macbook for my travels, Apple TV for our TV watching (we live overseas), and just recently purchased a time capsule to upgrade our WiFi and to get more storage space. I am not proud of that fact, and it makes me a little nauseous, TBH.
Rusty: ACD System’s Canvas X is an alternative for people who want to do everything that Illustrator does in twice as many keystrokes using completely non-intuitive software. Who’s making me use it? My boss paid for Canvas but won’t pay for Illustrator; no way I’m paying $400 out of my own pocket. (btw, I’m not a “heavy user”; I use the software to put my data into figures for scientific publications/seminars.)
Tracy: I’ll look for Bubbies pickles. Thanks!
Tom: “The New Best Recipe” book from Cook’s Illustrated is spectacular. Totally replaces “Joy of Cooking” (whose authors don’t know the first thing about grilling or barbecue).
Tim J: “Bing Maps >>> Google Maps.” Them’s fightin’ words!! StreetView >>>> Aerial view.
will there be brand reason to stick with XBox?
Yes. The controller.
And yeah, I know, I should have put “console” rather than “platform” for that exact reason.
Brian J,
depending on your needs, Inkscape is a pretty good open source Illustrator clone. It runs on Linux, Mac OS X and Windows. It can export to a bunch of formats and seems pretty intuitive to me. Plus it is very scriptable.
On the topic of bike parts, I’ve always had a distaste for Shimano stuff. My first good mountain bike had Suntour gear and I was very pleased with how the drivetrain performed. In fact I kept it for ten years even when I got a new frame. Later when I splurged on a titanium frame I was highly annoyed that Su tour was gone and in most cases Shimano was the only option. My brother had a Shimano grouppo earlier and it was crap. So I ended up with Shimano derailuers and rear cassette because it was hard to find anything else at they time. But my pedals, chain, crank, and chainrings are all from other companies.
I think that today you could put together a bike with zero Shimano parts if you wanted (I guessing could have by spending enough money) but you really have to be making an effort to avoid them. They have more or less a monopoly in mountain bike parts, and this is bad for consumers, especially in the low to mid range.
I’m loyal to my wife, aquafresh, my church, listerine, old spice deoderant, ivory soap, gillette razors, bic mechanical pencils, my kids, and tropicana orange juice.
but not in that order per se.
arJ: I may have to check that out…
arJ, SRAM is your friend. SRAM Red is top-notch road componentry.
I’m not THIS loyal to any brands.
My wife made me drive our family 75-miles each way for dinner last night because she NEEDED DelTaco and there’s only one franchisee within a 200 mile radius. Taco Bell would NOT do, I was told.
That’s loyalty.
Rusty, that link was an exercise in horror. MTV? On the NECK? Google? IKEA!? I mean, it just kept getting worse…
To be honest, I think the idea of brand loyalty is something for rich people. I also think it’s something we’ll see less and less of in our ever-increasing disposable culture.
Tracy,
My favorite was Popeye’s. What kind of an idiot is that loyal to such a crappy fast food restaurant that they’d get a tattoo of it? Hilarious.
Susan,
Or the opposite. I see it as all the mom & pop businesses are all getting pushed out or bought out by the big brands that there will be less and less choice, forcing everyone to have to choose among the big boys.
Whoa there, Rusty. Popeye’s isn’t crappy. It’s good.
Getting the Lacoste alligator on your chest is kind of funny because even naked, you can be preppy.
Mostly I have just a few preferences, not really loyalty…I do like Hondas and Coke products, but whatever.
Oh — except baby wipes. Huggies original scent baby wipes are the only ones that don’t smell horrible to me. In a pinch, I can stomach the lightly scented “natural care” Huggies, but no others, especially not the herbals (I swear mango-cucumber is the most nauseating scents ever when combined with poop).
I spend half my life looking for the baby wipes, so I don’t care what’s in them, as long as they are wipes!
But yes, if I had my choice, original Huggies rock. I HATE the Costco wipes.
When comes to diapers and wipes it’s Pampers dfor our household. We’ve tried every brand out there but we always go back to Pampers.
Great Value, Best Choice and Market Pantry!
Hopefully there isn’t a revolution in the Distribution Center industry. Could be bad.
Nah, now that SRAM owns RockShox and Truvativ, it makes everything Shimano does and then some.
I like SRAM chains for the PowerLink and Shimano for cheap but good bottom brackets that are compatible with, say, Race Face cranks.
Tracy M: I found Bubbies Pickles. I also bought some Ba-Tampte Pickles to complete the taste test.
They’re both…good…but not quite what I was hoping for. I really wanted a good deli-style pickle—the kind you find at local sub shops (DiBella’s, I miss you! /sob).
So now I have two nearly full jars of fermented pickles sitting in my fridge. You said, “I’ll hunt them down”—well, I don’t know where you are, but I live in Seattle….