The Fierce Few While we have identified Brand Believers as part of our research, they are an exception to the rule in today’s fragmented loyalty landscape. These customers will stick with you through price changes, trends, and experimentation with new products. Here are some extreme and unusual examples:
“I drank Dr. Pepper for 3 months straight, every day, for a dare.”
“I have eaten a Big Mac every day for 20 years.”
“I named my pet bird Coco after Coco Chanel.”
“I have a Sony-authorized tattoo. It's a screen- accurate copy of Ray Stantz's tattoo as seen in Ghostbusters Afterlife. Sony paid for me to get it and used footage in a promotional ad for the home release of Ghostbusters Afterlife on DVD and Blu Ray.”
“I cycled three hours to buy a specific guitar when no one else had one in stock since 1967.”
“Once, I camped out overnight just to grab a pair of limited-edition Nike sneakers. It was totally wild, but being first in line for a brand I genuinely love made every minute worth it. It wasn’t just about the shoes; it was about sharing that excitement with fellow Nike fans who get the hype.”
Loyalty Lever Loyalty is about listening. Take time to listen attentively to your customers when they talk about your brand experiences and products. Feature that user-generated content in campaigns across all of your channels.
34 | 52
Made with FlippingBook flipbook maker