Love Don’t Pay the Rent: Why Brand Love Does Not Equal Brand Loyalty

Brand loyalty is always an important topic of focus, but how do you know if you have it?  Spike Jones’ recent post, “Frequency Buying Does Not Necessarily Equal Brand Loyalty” believes you can talk without the walk and be considered a loyalist.

A Rolls Royce fanatic on a nursing income may take home lunches to work and rent for the rest of her life to have her ultimate dream car (true story).

Jones starts out discussing something pretty basic:  Gas stations.  On one hand, his penchant to continually get gas from the service station that is most easily reached on his side of the street is considered by him a non-loyal action.  Jones says he is happy to frequent any gas station, as long as it happens to make life easier for him.  Sound familiar?  In economics, this is the most basic rule of business.  If station A is on the left side of town, and station B is on the right side of town, where do you open shop?  In the center of town, to gain the maximum number of cross traffic.

Jones then goes on to point out that he has intense loyalty to brands he does not purchase because he cannot afford them.  He uses word of mouth, and encourages others to buy so that he can live vicariously through that experience. 

He almost always goes to the same gas station. He stares wistfully at brands he desires.

Which is true loyalty?

What is being discussed sounds more like brand love instead of loyalty.  Is being an object of affection a desired position to have for your brand?  Of course.  Will it pay the bills?  Not in your lifetime. That requires action.

Someone exhibiting true brand loyalty will do whatever it takes to make that brand a part of their life.  A Rolls Royce fanatic on a nursing income may take home lunches to work and rent for the rest of her life to have her ultimate dream car (true story).  The Stickley lover may put up with bare rooms for years and years as they furnish their home, one nearly-out-of-reach designer piece at a time (true story).  The daughters of the President of the United States may ask to have their favorite beauty products on Air Force One (also true story).

Brand Loyalty equates to a Lifestyle Choice, made when times are easy and, often when times are tough.

The family that believes in the quality of higher priced organic foods and body products cuts back in other areas to afford this “required” luxury.  A student only willing to part hard earned cash on a designer label will live on potatoes for weeks to look good.

Are those hardcore examples? Sure. But as long as Jones or the gas station does not move, his spending patterns will not change.  Jones, as most consumers are, is loyal to convenience.

And that is the hardest brand to dislodge loyalties.

Can you think of brands you have stood by hard and fast?  What imagery or perceived value did it bring to your life?  What does it take for you to move from convenience to commitment?