I am an MJ loyalist. Not only do I appreciate the genius of his abilities, his music wakes up good feelings inside, compels me to move and dance and reminds me of my childhood. Through the various twists and turns of his life, the many bizarre events that played out (and have even given me pause), I remained loyal to the MJ brand while acknowledging he was not without his foibles. I have always and continue to believe the product he offered–his music, his performances–was the real deal. It is these deep-seeded feelings that have sustained my loyalty all these years and compelled me to see the documentary, This is It!
I am a Compaq (now HP) loyalist. It was the first system I used when I began the entrepreneurial phase of my career over 20 years ago. HP’s messaging taps into the spirit of creativity I experience as a freelancer. What began as a function choice has been transformed–my HP is a tool that inspires my creativity! I am on my 5th HP system since 1988 and it continues to awaken the creative juices within and, HP’s recent theme/messaging, The computer is personal again! definitely speaks to me.
Finding the core experience that builds and sustains loyalty is the quest of every brand. Nothing new there! And, many brands are short-circuiting the process that it takes to create and build brand loyalty by tapping the power of association. Whether it’s Blackberry linking up with the Beatles/All You Need is Love or Visa using Rick James’ hit Super Freak, this tactic makes sense especially at this time when brand efforts need to yield immediate results. But when everyone’s playing in the same pool, it’s bound to become noise. What will emerge from this sea of associations? Brands that mine those emotional places and inspire their target into action.