Brand Awareness vs Loyalty
We have been talking about daring marketing, rebranding, what should marketing lead to? Loyalty. But there is a difference between being aware of a brand and being loyal to it. I was listening to some music in my car the other day when I thought of a great way to show an example of this, but for this example we are going to have to go back to...The Nineties.
Let's say you are young girl listening to music in the 90's. Chances are you are listening to those darned Boy Bands your parents can't stand you listening to, but can't stop you. They even buy you the CD's for your CD Player. But let's backtrack a bit, you tell your parents you want the newest CD from the boyband you like. Well, the parent knows of a couple of boy bands-two are popular...Backstreet Boys and Nysnc. Which one did my daughter want? Aren't they more or less the same anyways?
Being a girl that listened to both, they are not the same. They are the same make up (band wise) and delivering a similar product to a similar/same target group. This is a good example of Brand Awareness. Brand loyalty would be saying, my daughter only likes Backstreet Boys so that is all I buy. That daughter grows up and continues to listen to them and when they appear in a concert near her-shes in the front section with her adult friend who knows every word of the songs with her. This is Brand Loyalty.
Brand Loyalty will initially start as Brand Awareness. So to say that Brand Awareness is bad or not important, would be wrong. But once awareness has been achieved, it is important to stick with it so that awareness transitions into Loyalty. True loyalty has an undeterminable value, as there is value to the parent spending money on the boybands they don't like but there is also value for the child growing up and buying a concert ticket-a much bigger price tag item.
So, the followers of your Brand Aware or Loyal? What is your plan to make them Loyal followers of the cause that is good business?
P:(657) 246-2298-Email Me - Moxi Zombi Marketing - Blog-Twitter - Instagram - Facebook - Flickr - LinkedIn
Let's say you are young girl listening to music in the 90's. Chances are you are listening to those darned Boy Bands your parents can't stand you listening to, but can't stop you. They even buy you the CD's for your CD Player. But let's backtrack a bit, you tell your parents you want the newest CD from the boyband you like. Well, the parent knows of a couple of boy bands-two are popular...Backstreet Boys and Nysnc. Which one did my daughter want? Aren't they more or less the same anyways?
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Backstreet Boys
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| Nysnc |
Brand Loyalty will initially start as Brand Awareness. So to say that Brand Awareness is bad or not important, would be wrong. But once awareness has been achieved, it is important to stick with it so that awareness transitions into Loyalty. True loyalty has an undeterminable value, as there is value to the parent spending money on the boybands they don't like but there is also value for the child growing up and buying a concert ticket-a much bigger price tag item.
So, the followers of your Brand Aware or Loyal? What is your plan to make them Loyal followers of the cause that is good business?
P:(657) 246-2298-Email Me - Moxi Zombi Marketing - Blog-Twitter - Instagram - Facebook - Flickr - LinkedIn
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