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Interested in loyalty
Marc, Spain
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You earn my loyalty by never discounting me...you must make me feel that I matter...even though you have millions of interactions, you only have mine at the moment I am with you... don't discount me...if you can do that, consistently, I will forgive you when you make a mistake, sell me a bad product, make me wait in a line, or are out of something I want... tell me you're sorry when you disappoint me, tell me you appreciate my coming in... show me you value my time by not ignoring me...make me fee that I matter to you...
Fred, United States
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hellow, to everybody
mayur chhatbar, India
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martin, Chile
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Be frank and direct wih lots of creativity. a brand needs to offer experiences rather than monologues.
carlos, Spain
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Good Morning
Fer, Spain
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I am a middle-aged, middle-class, natural-born American college student currently enrolled in an intro to marketing course, and as such, have logged-onto this site for information regarding customer brand loyalty. I may contact this site in the future, as I may decide to concentrate-in or major in marketing; at the very least, I will be majoring in business administration. Oh, and I've always wanted to relocate permanently to the U.K.
Kevin Mitchell Jue, United States
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to suits me, my lifestyle, it gives me i quality that i will need forever, again and again.
maja jenko, Slovenia
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Not all brands can achieve loyalty or affinity status. Only those brands which have certain attributes. We are dealing with this issue for the brand I work for. Our decision makers tend to think our products can create loyalty if we just use social networking trends and the web to make it happen. So far, no luck for us. I found a site that defines affinity really well. http://www.premierstudios.com/Define.aspx I think a brand has to be needed or wanted first. Most brands that I have found tend to already have a following. I enjoyed reading what the others had to say. Thanks for the resource.
Dave, United States
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Yes - definately possible, although becoming harder & harder to acheive.
Example: Fairy liquid
I will remain loyal to this brand so long as they don't abuse my trust. My mother used it so I started using it. But why do I keep using it???
They stay true to there values - quality, better than their competitors etc... and even though it is more expensive I trust it to do the job.
It is all about maintaining that consumer trust whilst staying relevant in a changing world.
More difficult for some categories than others!
david paul, United Kingdom
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I think very few brands can achieve the 'Loyalty for life' image. The few that do must maintain a reliable and unchanging brand identity. At the same time as keeping it mordern and extciting year on year with new promotional ideas and advertising campaigns, while maintaining the essence of the brand and a recognisable brand logo.
Camilla Littlejohns, United Kingdom
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Loyalty for life for a mega brand could be achievable but it is not likely to be common. One of the few global brands that over time have stood that test could be Coca Cola. I would assume Apple could be such a brand. Lifetime loyalty requires constant communication, emotional engagement and brand authenticity.
jorge espinosa, United States
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Be true, surprise me, teach me new things, give me feedback, be consistent living your values - over and over again and over time!
Mats, Sweden
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It is possible, however, not so probable. It takes a very compelling brand essence and promise that will remain true despite change and reinvention. I believe it's a two-way street, consumers can be loyal to a brand as much as a brand can be loyal to them. One single disappointment could break the bond and reconciliations are tough unless the options are few to none. If it's a service oriented brand, transparency is key. In a product, it's uncompromising quality. A consistent brand image can also contribute to brand loyalty. My uncle was loyal to Mercedes-Benz from his very first car until his last.
shirley attia, United States
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I believe you can have longterm loyalty, but for life - no. That would imply that a consumer would be stuck within a socio-economic group for a lifetime. People in genreal are much more aspirational than that, especially parents - they strive to provide better for their children than what they ever had.
Richard Traverzo, United States
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Loyalty for life is difficult, not impossible. I think it is possible , if a brand is able to build a strong relationship with you through great and unbeatable quality, service , loyalty , and an ability to evolve in the time, as I evolve in my life.
Claudia Silva, Colombia
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Loyalty for Life? Hard to say with the manner and speed our society changes these days. I'd like to say yes, but "for life" is an awfully long time. Usually as we age, so do our tastes, expectations, income, etc. and we explore new ways to express ourselves.
I can think of only a few brands that I would even consider remaining loyal:
Apple
Coke
Levi's
But if any of them ever did anything to disappoint me, I mean really let me down in an unexpected way, well, off I'd be to the next best brand. It's the way of our world these days. Kinda sad, eh?Lisa, United States
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Of course brands can win my loyalty for life, but that depends on their ability to evolve to remain relevant, and their ability to continue to deliver value. I won't be loyal because of past performance, but past performance will put the brand in the consideration set.
I am an alumnus of the University of North Carolina. That experience was transformational for me and I will be brand loyal (in many ways) for my life. My son went to school there and I hope my grandchildren will as well. UNC is a powerful brand (unrelated to athletics).
Likewise, I have been a loyal Volvo owner (more than 20 years) and would have remained so had they offered the product I want to buy today.
I'm a loyal Vanguard investor (for more than 25 years) because they have remained true to their brand promise (consistent performance, low fees) and have evolved their service to today's channels.
I don't believe consumer's loyalties have changed, but that the speed of change in the market place of possibilities creates challenges for brands to evolve as their customers evolve. Those that do will earn loyalty every day.Jamie Rice, United States
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I think Loyalty equals trust and honesty. Any lifelong relationship takes time to build these two things. There are several brands that I'm loyal to and would never stray from, mainly due to length of time I've used the brand and the value I see in the product.
Jen Scott, United States
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Loyalty for life is a tough one - human nature being what it is we are not cut out to be loyal for ever.
In business terms, loyalty has to be earnt and winning loyalty can only be done through constant excitement and innovation.Astrid Bray, United Kingdom
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I think Loyalty for Life is a pretty strong term. Perhaps a car, household appliance, insurance company or even a doctor could be a fit.
I think it's a two-way street. If a certain product. etc. wants "Loyalty for Life" they have to present an exceptionally good product.Denise Aversa, United States
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Of course not. There are too many variables at play in the market place for this to be a real possibility.
It shouldn't even be a goal for a brand, as even brands need to have customers sifting in and out of their funnel.
From a consumer's perspective, "loyalty for life" denies competition, which is the engine that drives better products, better service, and progress.
I am decidedly brand loyal, but I'm not beholden to the extent where I wouldn't consider other brands and there is nothing a brand could do to create that type of loyalty.
In fact, as brands strive to collect more data about me, I become more suspicious of them and more likely to switch to a more earnest brand.Dan, United States
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I feel that the product would need to connect with me on a personal level.
Christina, United States
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A difficult task, bot not impossible. This challenge requires everyday evaluation of needs and keep on promissing from the company. It also requires company to win the battle for the mind of the consumer, not to make him think for the price, for the promotion, for what he can win today. It is a consequence of battles every day in every contact point with the consumers.
george churussinov, Bulgaria
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Great Consistent Quality and priced fair.
Rhonda, United States
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The paradoxical answer to this is quite simply that a consumer can have "temporary" Loyalty for Life. The onus is on the brand to find ways to continue to deliver what the consumer wants and still be financially sound. Building a winner identity is not, on it's own, self sustaining.
The consumer needs to feel that the brand is investing on continuous efforts to know them on a personal basis and creatively deliver new and exciting products at the same time protecting the very assets that initially attracted them to the brand.
There is no greater example of this than Disney. On a personal level, my family and I are "loyal for life" to the Disney brand, as long as they continue to hold true to the very things that have endeared us to them such as family entertainment, cleanliness, history and constant innovation. If these considerations are ever lost...well...there lies the paradox in "temporary loyalty for life".Omar Davis, United States
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I think it's a heck of a lot easier for a brand to earn lifetime dis-loyalty than loyalty. There are dozens of brands that I have sampled once and said "never again" because of a bad experience. For example, I use Apple computers more because I abhor Windows than any particular loyalty to the Macintosh OS.
There are, of course, brands I have been loyal to for long periods of time. I was a Coke drinker until I decided that I didn't need the empty calories any more. Diet Coke and Coke Zero taste awful, so now I'm a loyal Diet Mountain Dew drinker. Will that change again? Probably.
Over the years, I've change the model of car I drive, clothes I wear, and things I own. Loyalty for me now is more a matter of convenience than anything else. I simply choose not to think about the brand of toothpaste I use - I just buy what I've always bought because it's easier. If I can't find my brand, or if the brand changes, then I'll get something else and not look back.
I'm more likely to be loyal to a service than a product. The company that fixes my air conditioning has done so on the cheap for so long that when my heat pump eventually breaks, I'll call them for the big service since they've done well by me for the small services to date. So a service brand has more of a chance to earn and keep my loyalty than a product brand does.
John Cahill, United States
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If a brand consistently exceeds its promised benefits/performance, it will have my lifetime loyalty.
Steve Richardson, United States
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A brand can achieve loyalty for life when the quality and service is evident and consistent. For example, my Mother used Tide and I use Tide, not because she used it, but because it truly is an excellent product.
JoAnn Barnes, United States
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I don't think so.
I have yet to be brand loyal in my lifetime. There are brands however; that i choose to be more loyal to than others. Patagonia is the one brand I will purchase based on the beliefs of doing the right thing for the planet, and they stand behind their product for the lifetime of it. Plus most of their products are bomb proof.richard williams, United States
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For a brand to achieve "Loyalty for Life" status, it would have to represent something much bigger than just a great product or great service. But a mindset shared by a growing community. Think Apple. Or better yet, Harley Davidson in the States. After all, their brand lovers are now choosing to be buried in caskets with a Harley logo branded in the wood. So they've actually created a community of brand lovers who aren't just loyal for life, but death, too.
Tim Brokaw, United States
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My loyalty goes hand in hand with something that lasts. I won't stick with that brand if it doesn't last me and prove to be worth my money. Loyalty for life is definitely achievable by a brand if the brand proves to be trustworthy, affordable and lasts a long time.
Valerie Lamb, United States
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They would have to connect with me in some sort of personal way. Whether that be relating to a regional/local appeal, or something that has to do with family.
For a logo, a dog would appeal to me for the Loyalty for Life brand.michael berger, United States
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To me, it is totally incorrect to compare loyalty we have for our family/children with loyalty that a brand (tangible or not) might have. Brands will never have such loyalty from a person (unless this person is mentally sick and has an addiction to, say, expensive tableware or some popular singer). To illustrate the point -
we will never do such a sacrifice that we might do for our child for a brand.
Yet, when disregarding the proposed comparison, I think that it is absolutely possible to be attached to a brand during a lifetime. Like with my father - during the Soviet times he had Levi's jeans and Adidas shoes. It was smth he got very hard (he looked for them for a long while and paid quite a lot, because foreign stuff was forbidden for sale in the USSR) and smth he was very proud of posessing and wearing. He wore them to holes. And he still remembers these things and still loves them. Jeans = Levi's for him. It is a sweet memory of his youth and his loyal to this brand (we are not talking about repeating purchases here, right? because it is a totally different story then). In this example, the brands came to my father's hands the very hard way and in the situation of the total deprivation of rights, choices etc. So the connection with the brands was so strong that it stays for the rest of his life.
Or here's another example -
when I was at high school, my best friend used to have it all. And I very much liked her expensive Tiffany's diamond ring. I still have no diamonds, but I know that when time comes it will definitely be from Tiffany's. This is something like a benchmark for me now, like a star in the sky that I want to get. I know there're other brands and they are no less expensive (if not vise versa), but at the moment I know nothing about them. And with Tiffany's - I've been dreaming about that ring and looking through their collections for years now. So when the time comes, I'll get it just to prove myself that I've achieved what I wanted.
In both cases I don't think there's smth a brand might do. You won't be marketing in a developing/3rd world countries hoping that some time in the future they'll show astonishing growth... And not all the brands are premium/luxury as to be objects of desire for people... And, again, the two above examples are stories about loyalty, but not about repeated purchases...Lilia Sereda, Ukraine
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A great challene for a brand, but I think acheivable.
The brand should stick to there core value but also change as target also move following the evolution of needs.
The challenge for a brand is to resist to grab another portion of the market trhat dosen't fit with the core core value.Richard Hugron, Canada
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To earn my loyalty for life, a product would have to perform better than its competition, be priced fairly and be readily available. I hate to shop so don't test my loyalty by being over-priced or hard to find.
Valerie Moul, United States
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Not many things are so important to me that I wouldn't remain open to change to another brand, for practical reasons, or because of change in tastes or stage in life, or even for social reasons. That said, I use the same brand of detergent that my mother used - simply for that reason. It's easier to choose from the plethora of products by just defaulting to what she used. And - the one thing that I have remained loyal to for 16 years is my 1992 Volvo because it's a classic style, not flashy, safe and it runs well.
Cynthia Ham, United States
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I think that loyalty is a very difficult think to achieve, mostly in our kind of society. And for brands is very difficult to reach it. Of course a brand must satisfy people expectancy, always. But in my opinion, it is almost impossible to reach the complete loyalty.
cristina, Italy
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The perception of a brand as an entity you can feel loyal to is a rare thing.
It cannot be achieved through marketing, only through a great product (or range of products) that is either not altered in any way or undergoes slow and controlled evolution. Key values are quality for an appropriate price and good customer service.
This creates trust in a particular category of products or services and trust makes the consumer choose the same brand over and over again which makes life in a multiple-option-society easier: You don't have to think about what brand of cola, toilet paper, cell phone, rice, or computer you're gonna get. It's like a good friend who will always be there for you.
Marketing can help a good company but can never save a bad company and its products/services.
Balint, Switzerland
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yes, there is a loyalty for life. if a brand is marked in a child's head, like for example a car brand ike porsche, there is a good chance for this brand to be a lifelong admired brand.
lehner, Switzerland
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Loyalty for life ,sounds to my ears like "wedding", full of promises and engagements from both sides ,at that specific moment!
Some weddings last for Life, indeed ,but...look
around...
Loyalty for life is a vision, for Men and Brands.
Of course, they have to "work" everyday on it ( this the less to do !) in order to reach a lot of paramount moments/ periods.
Roger Stroobants, Belgium & Luxembourg
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To built and achieve your lifetime - loyalty is the main property to succeed in it.
Personnaly, with my family, friends and others..... I need them , they need me, so I am frank with them and loyal.
ThanksSylvie Herlory, France
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I don't think that a brand can 'win' loyalty for life but I do think a brand can stay relevant for life.
For this I think it must be predictably excellent in that it needs to be great for me to adopt it and continue to be so. I'm not sure if brands that were my parents choice or that I grew up with would retain my loyalty unless they have stayed relevant with my changing lifestyle.
A couple of brands that I have adopted and stayed with over the years are Apple and Mercedes.Andrew Lindsay, United Kingdom
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In our fast, business-oriented and indifferent world it’s difficult task to get one’s loyalty not for brands only even for people. People are not just consumers and I think that the only way to gain their loyalty is to behave either like family member or an icon, i.e. to be attentive, responsible, sometimes caring, charismatic, inspiring and surely to be sincere in all their actions. Yes, we work not for charity and brands are here to increase producers’ profit but I think that brands need to be more human and to give people more that consumers think they return. After all the game is worth the candle
Elena Mironova, Ukraine
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Yes a brand can: (B&O, Miele, Nikon, Nike, Apple).
To achieve lifetime loyalty:
Create BRANDSHIP ®. Friendship between men and brands.
I'b be pleased to tell you more about our BRANDSHIP philosophy.
laMarque Martin de Munnik
martin de Munnik, Netherlands
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VIP marketing is important.
Or, .1 % marketing.
If the brand treats consumers VIP, they
respond to it. They try to keep loyalty to
use specific brands to save loyalty points.
By saving the points, they can be invited to a nice dinner party. In case of Samsung
sister company, Cheil Textile, they define
VIP customers as 5,000US$ purchaser over 5 times. They count and classify the ccustomers of 1,000US$ purchaser over 3 times, and begin to manage them from
3,000US$ buyers. Another brand is Estee Lauder which holds "Thank you Event" for the loyal customers,giving premium wallet.HS LIM, Korea
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Yes, I think loyalty for life is possible. The Brand has to be ecologic and responding to very basic needs or emotions, like safety or thirst and keep the share of mind in the market.
Gintaras Seputis, Lithuania
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First of all brand should be trustful and keeping promises. Brand should be emotionally in tune with my scale of values. Brand should be stable but not conservative. Brand should be predictable.
Ringaudas, Lithuania
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absolutely - great customer service and a great product (that never changes in formula, build, size, etc.
Amy Andrade, United States
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It is not easy for brands to earn this but possible. For example, Kleenex, Crest, Clinique, Henkels, Nokia and IBM are brands I have stayed with and repeatedlyd purchased since I began buying in their category. In the case of Kleenex, Crest, Clinique and Henkels, I have been a loyal user for over 30 years. For IBM and Nokia, I have used them since buying the first laptop and first cell phone over 10 years ago. Unfortunately, IBM laptops are made by Lenovo, so I am not sure if I will buy that anymore. What brands have to offer to win lifetime loyalty is consistent high quality, worldwide service and reliability, good sense of design and style, value for money, and constant innovation to keep up with the times. No one can predict what brands they will like in the next 30 years, but based on the last 30 years of purchase history, I am sure I will still use some of these brands if they continue doing what they do best.
Helen, China
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MUST BE IN A CATEGORY THAT IS IMPORTANT TO ME. A PRODUCT THAT I LIKED THE FIRST TIME, THAT I HAVE CONTINUED TO LIKE EVEN THOUGH MY TASTES HAVE CHANGED THROUGH THE YEARS, AND A PRODUCT THAT NEVER HAS LET ME DOWN.
JOHN MALMO, United States
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My criteria for Loyalty for Life:
1. Pro-active engagement -- being there with a meaningful "connection" when and where I need it.
2. Value -- good quality at a fair price (not necessarily cheapest).
3. Good corporate citizen -- giving back, lending support, taking care of people and the environment in a way that makes sense.
4. Good business practices -- running its business with "best practices", including strong ethics and morals.
5. Consistency -- having a "Lifetime of Loyalty" for me.Bill Burton, United States
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only in the rarest of circumstances. you may buy the same brand of something throughout your whole life but in many cases that is just habit, not loyalty (for instance, if you'll buy another brand rather than go without or wait to get it somewhere else). loyalty implies a strong emotional component that only exists in high-interest categories (i.e. not soap powder). and in many categories, people use multiple brands for variety. the only brand i would come close to being loyal to for life is Apple. i haven't used any other brand of computer in my life and i pretty much adopt their version of whatever market they enter (iPod, iPhone, etc.). but is it possible they could do something that would reverse my feelings? of course. (they came close in the nineties in the Sculley/Amelio years.) probably not in computers because i don't see anyone eclipsing their combination of design and usability, but as they enter broader consumer electronic markets, it's possible they could stumble. but i doubt it. so for now, yes, i'm loyal for life.
Gary, United States
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I actually think it is very hard to maintain the kinds of service necessary for lifetime loyalty. Over the years, new employees, changes in the company culture, changes in the business environment make it next to impossible. I think you can admire brands for life but I doubt that lifetime loyalty is something anyone can achieve totally.
Greg Zuercher, United States
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Several years ago I would have said yes. But now, not so much. Lately it seems like brands are becoming less loyal to me so why should I be loyal to them? The recent sale of Budweiser is a good example of what I'm talking about.
Steve, United States
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Unfortunately, my scroll got stuck on India as I scrolled to find Jamaica. Jamaica is not on the list but that is where I am.
It is very difficult to give 100% loyalty to any one brand as everything changes so fast, I do however tend to stick to the brands that I grew up with or what my parents thought were good brands. I tend to be loyal to the brands that live up to their promises every time but the possibility of reneging on these promises is always there.Beverly Hirst, India
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I don't think a brand can "win" my loyalty for life because if they can do something now to earn it, I'm sure they're capable of doing something down the road to lose it.
As you said, loyalty is about friends and family - people you know and grow up with. Therefore, I think the only brands I would even remotely say I'm loyal to FOR LIFE are ones that I grew up with - Cheerios, Johnson's, Frisbee. They are such a part of my memory that (even I don't use them on a daily basis) I can't imagine them losing a place in my life.
But for a brand to earn that at this point in my life, I can't imagine it being something permanent.John, United States
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Yes, but this is passing with the speed of modern innovation. International Harvester Tractors, although no longer made, has a huge following. But, the love for this brand of machines will die when the old-timers pass away. Brand loyalty- is something that one becomes bonded with, and is continuous part of one's life. But, everything is disposable now or not useful, out-of-date such as an operating system in just 6 months.
Natasha, United States
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Many brands have earned my Loyalty for Life. But that doesn't mean I give them category exclusivity. I consider myself a loyal Campbell's Soup user... but I also buy Lipton's and Baxters from time to time. I have lots of friends-for-life. I have lots of brands-for-life too.
Loyalty for Life is about reliability, respect and relevance.Margo Northcote, Canada
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Certain brands that operate in categories with low incentive to change -- financial services, for instance, and insurance in particular can more easily achieve 'loyalty for life' -- but only on one condition -- that they don't let you down. Brands in categories with more frequent purchase cycles are constantly at risk of losing a consumer's loyalty. Even brands to which we are most emotionally attached -- I'm a loyal Apple user, for instance, face some risk -- in this case, the potential to find an even better integrated computer/digital media ecosystem, a newer/better model, better customer service, etc.
Greg Stern, United States
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It's possible for a brand to garner loyalty for life, but highly improbable in today's marketplace of hyper-changing needs, desires, trends and celebrity influence. However, brands may always benefit from someone like me who is loyal to the end to a product that was ingrained in me during childhood. For example, I'll always choose Coca-Cola over Pepsi or any other cola product because that's what my parents drank and what I saw every day in the fridge. Even if I think Pepsi tastes better, which I do, I'll always pick "Coke" because drinking Pepsi feels wrong to me. Illogical, yes, but then I don't think brand loyalty is always very logical. And when it comes to marketing, emotion and nostalgia can go a long way in influencing our baby-boomer generation. Campbell's soup and Levi's aren't dead yet! And companies like General Electric (130 years old) and Johns Manville (150 years old) can and should reach beyond baby boomers and take advantage of the perception of authority their long history provides, particularly now that brands and companies often come and go so quickly.
Sharon Carroll, United States
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I think Brand Loyalty is very hard to achieve. For example, I recently took my car in for repairs at the dealership I purchased it from (instead of to 'Joes Garage') to "support the brand".
I ended up having a VERY bad experience with the Service Manager at one particular branch. It was such a bad experience that I will never buy that brand of car again or take my current car to get serviced there. Having said that, I think one careless person can ruin someone's experience for an entire brand.
I do think brand loyalty can be achieved, but mainly on a small scale.Renee, United States
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To earn my life time loyalty a product would simply have to be the best value. The product has to continue to produce what it has promised without breaking the bank. Very tough to accomplish in today's market with so many products to choose.
brian duffy, United States
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Loyalty has to be won (and re-won) every day, or at least at every purchase decision.
I'm sure Firestone, for example, believed it had one of the strongest brands and most loyal customer bases imaginable -- until the Ford Explorer fiasco. Regardless of whose fault it was, that single incident wiped out the entire brand.
There are no doubt dozens of similar examples.Steve, United States
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Loyalty for life - no. All companies seek to make a profit, at any cost. They will lie, cheat and steal to win your trust and "loyalty". With today's economy, most people are forced to make other choices. They have to sacrifice "Paul Mitchell" for "Suave" no matter how much they feel "loyal" to their preferred product.
Mari Lieberman, United States
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It's simple for me. I'm loyal to a brand as long as it's loyal to me. A brand isn't a friend, relative, or business colleague. It's a thing. If it no longer does for me what another brand can do, it's history. Sticking with something because you have used it in the past, after it longer is the best chioce for you, makes no sense at all. Unless you're talking blue jeans. Levi's for me or nothing.
Chris Knopf, United States
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Loyalty for life would require a great product and exceptional service. The service would have to always be great. Product quality can sometimes vary. But there is no reason for service to vary. If the service was always great. If I always felt that my happiness was their number one concern and they responded everytime I had a problem, then I could stick with a brand forever.
JOE, United States
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I am loyal to a brand until they let me down. If they continue to be the best performing, best value and not difficult to find I will be loyal for life.
The brand does not need to be the cheapest, just consistently good.
Lynn Blevins, United States
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To hold something as precious as not to ever question its role in your life, or vice versa, seems at best naiveand at worst irresponsible.
To consider a commercial entity - eg; a brand - in these terms seems mindless.andrew wood, United States
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As a marketer I know for a fact that loyalty for life doesn't exist. I also believe that consumers do not expect it given the world of change that we live in. Loyalty is something that is based on a predetermined set of needs and conditions... and as needs change over time (either from the business or the consumer) then the conditions of loyalty are fractured and subject to change. It simply is not possible in today's world.
Anon, United States
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Too many times in my life I've gotten attached to brands/products that later change for the worse and I abandon them. Or the product goes off the market completely and abandons me.
I think I would have been loyal for life to Breyers Carb-Smart ice cream, but I can't find it anymore. I think they took it off the market.
While I don't really know if I can be loyal for life to a brand, I have been and could be loyal for a long time if:
- the brand keeps up with the times but maintans its essence
- the brand continues to provide good value for the money (worth it)
- the brand keeps up with my age and needs as I age (like offering jeans for an aging shape vs. for young girls with Twiggy shape).
mary, United States
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Yes - loyalty for life is possible - at least just as possible as any long-term commitment. Just like in marriage, we may have hard times, but we always find our way back to each other. Just as I love my husband forever - so will I always prefer Coke over Pepsi and Colegate over Crest.
Sarah, United States
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As a purchasing professional I spend a huge amount of my time pursuading people to change irrational loyalties to well marketed brands/companies who deliver inferior product for premium prices. So from this perspective at least I have experienced loyalty for life.
Personally however, I would say loyalty for life does not exist, and nor should it. As competitive market forces improve the deal for consumers any irrational loyalty means a bad deal. So not only should it not exist but as consumers we should seek to avoid it and maintain a competive and contested market place.
How have Coke been so successful selling a sweet sticky black drink designed for kids!!! (I think I just answered my own question)
Jim Willshaw, United Kingdom
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I don't think I'd ever give any brand unconditional loyalty for life. If I was pleased with their product/service thus far, I would certainly give them priority when choosing to purchase new/additional products and services, but if they were lacking in respect to their competition, then they may fall to the wayside. Whether they were lacking may depend upon a combination of price, features, service and attitude, & social responsibility of the company.
Jason Hathcock, United States
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I believe loyalty demands reciprocity - and don't believe a brand could ever have the continuity of 'giving back' to me in a relevant way over the course of a lifetime.
Tara, United States
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To be loyal for life, a brand would have to have me on a personal level. I would have to feel strongly that they were a company not run by greed, that they supported environmentally sound partners or products. If I knew these things about the brand I could conceive being loyal for life.
Too often, companies that start out on a good wholesome track, but become average due to the push to make more money.Kelly gruber, United States
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There are a few brands I've been loyal to for life. The brand must be always dependable. Although the product can change it must maintain it's original integrity.
Some brands I have been loyal to include: Tide, Apple, Volvo. I abandoned Charmin when PG came out with a strong or soft formula. The Charmin I always bought no longer exists.Rita, United States
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Loyalty is costly.
Costly in the sense that a product company needs to keep relevant.
Costly in the sense that a product needs to evolve.
Costly in the sense a product needs to fight off competition.
Costly in the sense of keeping your customers blissful not just happy.
Is your company prepared to invest in its product, company, people and most importantly its customers? The answer will determine the life cycle of your brand's loyalty.George, United States
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The brand would have to consistently meet my expectations on what it is supposed to do, have a fair price (not necessarily the cheapest) and have great customer service if I experience a problem.
C Sosa, United States
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brand loyalty for life is something i could not declare, offer or give anymore...is just impossible. it depends on the future develpments, competition, research, etc.
alvaro azocar, Chile
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We're already loyal to brands for life; only instead of being called brands we use words like religion, values and ideals to describe the character traits that create our mosaic. For a lot of people, those systems of identification have actually shifted (temporarily or permanently) to brands using them as a badge of identification to a certain tribe... job well done marketers.
At the end of the day, over and above the easily converted lambs we're paid to hypnotize; the only way for people to become loyal for something for life is if it's a mutually beneficial and reciprocal relationship... in whatever way that needs to be. Not only does this ensure the brand take on an actual life with the responsibilities that come with being a citizen of the world, but it also means that things other than profit will become part of the everyday equation.
When brands do good (in all forms), they'll find loyalty is something that occurs naturally, as opposed to a harvesting exercise in a boardroom.allen rozon, Canada
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Loyalty.......
An often overused word.....
Do we still speak with your 'best' friend from school---and you were very
loyal, at that time
A marriage vows say 'until death do us part' --but most of us have parted
since then - ---and we were very loyal, at that time
We all say that we have very 'loyal' friends---of course, until something
tragic happens in our lives, and find out that only our 'true' friends stay
with us through it all...
So what really is loyalty and do we have it at all in our lives?
Brand Loyalty for Life-----
I still use the same toothpaste I grew up with...
But, if there was something better, I'd switch..
I think brand loyalty is impossible to achieve these days....
Loyalty for products is a temporary thing....Loyalty, for the first time, has a timeframe now...
It used to mean forever....
Now, it equates to just a period of time.......until something bigger or
better or less expensive or convenient or...whatever....comes along
Jim Sproul, Canada
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Sorry. Loyalty for life is a goner.
The only exception I can imagine is Apple. I've been a Macintosh use since 1989, and even used Apple's a few years before that. But it's not the brand I'm married to, it's the products, the Mac operating system, the ipod. But maybe there is something more. Maybe I like the relationship beyond utilitarian reason because they are attractive, sexy, simple. Apple thinks differently.
Maybe it's 80-20. 80% product, 20% brand.Paul Davidson, United States
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I dont think Loyalty For Life is something that can be achieved, unless both the brand and the consumer are willing to accept the product without change.
In my experience, over time, the product I use begins to decline in terms of quality, or consistentcy, or some intangible element that I cant pinpoint but somehow I know it is in some way different. I get that some things need to change, but i am willing to keep using a product I like as long as they are willing to keep it the same.
David, United States
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Go beyond the call of duty.
For example, treated as a platinum customer instead of a nuisance when exchanging retail goods.
Finding a seat on a plane even if it means putting me in first class.
Providing me with a spare car when mine is in for service.
With those things, you've got me forever.Michael Hirst, -- Please select --
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To earn lifetime loyalty a brand would need to consistently produce innovative, useful products and/or services and continue to fulfill promises 100%. It would also be imperative that when mistakes are made the company over-compensates for them without hesitation.
Chris, United States
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I don't think just any product deserves loyalty for life, but a brand that represents a service or produt that is truly part of your life could achieve that kind of status. ?For example, runners are loyal to the brand of shoes they wear, many are loyal for life to Apple computers, etc. If a brand connects with my sense of self worth and purpose, it could achieve loyalty for life.
Sara Buck, United States
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I don't think there is any one brand/product that I would be loyal to. There are too many variables. I find that those things I tend to stay with eventually fade away for one reason or another.
I believe only that which is alive can one be loyal to. But loyalty, as I age, seems to be a fleeting thing as I look upon those younger than I.Carol, United States
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Loyalty for life would be very hard to achieved, everything is changing in a small amount of time that you cant not be sure with is going to continue
What's good in the today may be will be bad tomorrow
Jose Pelelgrino, Brasil
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The brand would truly have to be unique. A distinctive scotch (Middleton's), beer (Guinness), computer (Apple).
It would have to acknowledge and reward my loyalty. It's a two way street, love is.
It would have to continually make me proud to be associated with it... meaning its advertising, PR, channels of distribution, news, etc., would all reflect well on me as a representative of the brand. No shame, please.
It would have to make the relationship exciting, fun. I'd want to feel I had a voice in the brand, that the brand listened.
Hell, loyalty for life is like any sort of loyalty. One wants to feel appreciated, respected, wanted and loved.
An easy concept, but difficult to execute. Or is it?Patrick Scullin, United States
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You cannot guarantee loyalty in a brand. I will stick with a brand that is high quality and good value until something better comes along.
tina, United States
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The brand would have to be loyal to me. Meet my needs and self-image. Make me feel like I matter.
John Welsch, United States
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How to get clients loyal to your brand for life?
----->
They would have to show social and environmental perfection along with unmatched quality product. They would have to prove to the clients that they are not just out there to make a quick buck, at the cost of tomorrow societies.
mark B, United States
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Brand loyalty can be mantained with consistant quality and price.
Lynn, United States
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Any brand would have me for life as long as it continued to stay relevant to me as my life stages change.
al moffatt, United States
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I think it is nearly impossible for a brand to achieve Loyalty for Life, as they would need to maintain complete satisfaction and stability for a persons purchasing lifetime. However, if a brand has a genuinely great product from the get-go, and maintains that quality, it may be possible. I personally, as a young customer in college, who is just beginning my own personal groccery shopping, and purchasing in general, will gravitate towards the brands my mother raised me on.
Laura Myers, United States
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The quality of the brand itself is most important. If the brand meets / exceeds my expectations then I will be loyal to that brand. If it fails to meet / exceed my expectations then I will no longer be loyal to that brand.
Scott, United States
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(Brand) Loyalty for Life: extremely rare, bordering on impossible.
If you seek loyalty for life you must be ever vigilant, never taking loyalty for granted and working tirelessly to remain relevant despite changing circumstances--hard work most companies shirk.
If you give loyalty you are constantly verifying your trust and commitment are well-placed, and that the other party is "growing and changing" with you.
Too many variables to believe you and I will continue to be passionately compatible for a lifetime.Mike Heiser, United States
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Loyalty for Life can be achieved, but is unlikely to occur among brands, or even yes, family, friends and sports teams. The reason why is this world is ever changing and for loyalty to occur, the brand, family or friends must change with the person.
If a brand were to stand still and obtain Loyalty for Life from a person, it is most likely not loyalty, but ignorance from the person.Manning-Daryl, Canada
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Yes, I believe loyalty for life is something that a brand can achieve if it appeals on a personal level to the consumer. If the product creates a memorable experience and really delivers benefits than I will be loyal for life.
Jennifer Adams, United States
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high quality product, stability, honesty, willingness to admit and fix mistakes
Dan, United States
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I believe it is possible, as long as the consumer develops an emotional attachment to the brand. For example, I will always buy Dove soap because that is what my mother used, and that is what her mother used. The smell reminds me of home and Grandma's. My loyalty goes beyond the logical reason of price or quality and I will most likely pass my preference on to my own children.
As long as Dove doesn't do anything to tarnish my image of the company then I will stay loyal for life.
Haley Beck, United States
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Quality and customer service are what is needed to create a customer for life.
julianne dusseau, United States
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Brand loyalty is an ongoing process driven by consistency in the deliver of products or services that meet or exceed my expectations. If there is a brand I am truly loyal to today, it may be possible for that loyalty to diminish years form now if the quality falls below my expectations. This often happens when a company is purchased by another company who may be driven by profits instead of the passion that the acquired company had for their product(s).
felix, United States
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Depending on the type of brand, yes loyalty for life can be achieved. I have always been loyal to Ford, it was a family thing up until a couple of months ago when I was in a major accident. Now I can't go near the trucks, or even Ford for that matter. Not because of the brand but because of the accident. I was in a truck and was hit by a truck. I drink the same brands of alcohol, Jim Been. same bath room tissue, Charmin. I am a loyalist. Regardless of price, these are the brands I trust, and will always use. It is a routine.
Christine Adams, United States
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Continuous product improvement
Good product performance
Good customer serviceFei, United States
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I'm not sure loyalty for life if possible these days. However, if it is possible the brand would need to be one I engage with on a regular basis and provides more value to me than whatever it sells. For example--Starbucks is a brand I interact with regularly. My experience is consistent and I can work there with the WIFI access (more than just coffee). I can also engage with them almost wherever I happen to be traveling.
Another brand would be Google. I have constant interaction and I get access to all sorts of things I want and need.Carolyn Ladd, United States
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In some very special cases it would be possible. E.g. a bank that plays its cards right may achieve a life-long loyalty. Some people would be open to give life-long loyalty to a car make, a whiskey brand, a service provider, but only under special cicumstances.
Nils Welinder, Sweden
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Loyalty for brand is very important - once proven to be continuosly sustainable, good quality and ahead of the market trends it is easy to trust and keep using the brand products.
Maiju Karhu, United Arab Emirates
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In order to have lifetime brand loyalty, the company would never compromise the quality, integrity and spirit of the brand. Because there are too many external factors involved in meeting these criteria, I don't know that there can be loyalty for life...quite simply every brand will likely experience quality issues over the course of its life and someone always comes along with a better "mousetrap."
anon, United States
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Be honest, who here is loyal for life to anything that isn't breathing, physically attached to you or can be taxed as a dependent?
Lifetime loyalty asks for a level of trust consumers don't have anymore.
Niamh, Ireland
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For me, loyalty for life in resepct of a brand is a subjective topic.
It is quite a challenge for brands to maintain loyalty from their customers with external factors such as personal and market influences etc, having an impact on their perceptions and attitudes.
Nevertheless, I do think it is possible for a brand to maintain loyalty for life, as long as they maintain continuous knowledge of their customers' needs and wants through a robust CRM programme.
In my opinion, I would remain loyal to a brand if they provided me with 'magic touches' that no other brand would offer me. I would want to feel special, and know that the brand were offering me exclusive offers that were not only tailored to my needs, but that no one else was able to receive.
Rosalie Charles, United Kingdom
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I don't think that a brand can really gain your loyalty for life. The reason boils down to this: over your lifetime, your needs, views and goals change - a single organisation or brand cannot efficiently service all the phases of life, they are better off concentrating on one facet, and delivering a quality product or experience in that field.
Having said that, there are brands that you will recognise as being of the highest quality, which may, just retain that recognition throughout the 80+ years of your life.
Examples would be Rolls Royce (engineering, not cars), Landrover (for the 'classic' models), the Austin Mini (showing the problem of dead brands), Hawker Aircraft (now a part of BAE, or whatever they have now become), P&O (now a brand used by at least two separate companies).
The average business is said to have a lifetime of about 30 years - I'm 36 - they'd have to be extraordinary businesses.
Perhaps Coca-Cola's Christmas is the most lasting brand, and we're all loyal to that - the consumer's christmas.nick, United Kingdom
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In order for a brand to retain my loyalty for life it must consistently deliver quality products. I'm easily turned away from a brand after a bad experience.
I enjoy brands that are entertaining or innovative, such as Honda, they have a great advertising campaign. Still, I don't drive a Honda but that's because they don't make a hard top sports coupe. If they did, I'd certainly be interested.
Life long brand loyalty is only as achievable as the human nature is fickle. I don't believe a brand can ever achieve loyalty for life across a broad market spectrum.Robin Corps, United Kingdom
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Brands need to be consistent and evolve to ensure that they mantain customer loyalty. The great brand change and the consumer hardly notices, they have trust and respect that ensure years of loyal usage.
Loyalty programs are also a great tool to ensure long term relationships are rewarded, the success of Tesco can be pinpointed to club card as the silver bullet
Richard Hammond, United Kingdom
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Thinking about the brands I have this kind of loyalty to (Apple, First Direct) it is down to three things:
1. They are friendly, open and positive.
2. They consistently over-deliver on my expectations.
3. When there's a problem, they tell me straight and give me honest answers about how and when the problem will be fixed. And then they do it.
It is actions, not words that generate this uber-loyalty.Christian, United Kingdom
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As a 33 year old my perspective is yes, you can be loyal to a brand for life, but who knows whether I'd say the same thing at 66. I think it is increasingly difficult to achieve life-long brand loyalty, with the sheer volume of brands competing for consumer attention, fragmentation of media, and the speed of product evolution.
I'll make a note to log back onto this site in 2041. I can't see that I would not still have a natural preference for Cadbury chocolate then, a brand that has remained true to its core brand values yet evolved with the times (not the product itself, but the way it is marketed). But who knows...
George, United Kingdom
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To answer this question, you'll need to ask yourself the question:
What would a FRIEND need to do, or be, to win your Loyalty for Life?
I'd expect a loyal friend to be here when I need it and to respect me.
Beyond the cheap prices, the BOGOF deals or the cashbacks, a company providing QUALITY products or services and which is always listening to its customers NEEDS has a chance to win my loyalty.
Of course there are other aspects to take into account, but I'm just giving my opinion, am I not?Romain Barissat, United Kingdom
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a brand would need to change with the times . Green brands now make headway and older brands are struggling to keep up. If a brand were seen to be making efforts to comply with general requirements at the time and can change their brand without making it seem devalued then i would follow hat brand.
Steve Furminger, United Kingdom
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Loyalty for life is delivered only by separation of the the product from the brand.
To gain loyalty the brand needs to be defined by it's ethics, ideas, skill and technical knowledge. It must never be defined by it's products as some products/delivery WILL fail at some point.
A brand needs to be seen as the solution to unknown and un-foreseen problems.
I might not know what the latest TV technology will be in 10 years time - however I can be 100% sure that Sony WILL deliver that technology working well - they probably will not be the first on the market - but they will deliver.
The companies who achieve brand loyalty are the ones who the ones who proceed with caution and steadily - but do proceed.
Seeing a brand across a range of places - sporting events, community events, technical community events - NOT the front placement, NOT taking the glory from the even itself. Just sitting there in the background supporting saying "This brand is aware of this event, we know it is important and we want to support it, we do not want to take the limelight, just the credit we deserve for being good at what we do"
Loyalty across all aspects of life is the same - it is not about knowing that someone will do a specific thing for you - it is about knowing that someone will be there for you regardless.
David Channon - Bluhalo, United Kingdom
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A brand that was interested in the people, not the glory of money. All in all in a business for example, money is usually the outcome of any successful business but that shouldn't affect the meaning of the brand.
A brand for the people that doesn't cause problems. For example, a brand of design/manufacturer of sports clothes such as ADIDAS. While many people appreciate the brand it can cause a lot of problems in schools as not wearing a brand name T-shirt results in views of lack of money and no style which more often than not results in bullying.
A brand that is about the person, not the money. Something for everyone.Steve Clarke, United Kingdom
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I will only be loyal to a brand if i truely belive in the ideals they stand for. Maybe to start with its a low price that attracts you but in the long run its not about the brand, its what they represent.
And do they take care of there customers, most of the time you have great joining deals to attract new customers, but what about the existing customers, what are they doing to reward customers that have been with them for the last year etc.Josh, United Kingdom
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It would if the brand offered somthing unique & accessible that was unparrelled for a paticular persons life span. Microsoft? wouldnt be my first choice but im sure ill be using it again and again for my entire life.
Rob, United Kingdom
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There is a snippet in this article on Focus, and how Apple are more focused than any other tech company. They have certainly earnt my loyalty for live, by consistantly delivering the best in the market. They have turned their brand into almost a cult.
http://www.tgdaily.com/content/view/38481/128/
Simon Green
simong@bluhalo.com
Bluhalo LtdSimon Green, United Kingdom
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If a brand exists alongside me for life and consistently delivers and adapts with me, then it'll get my loyalty for life. I'll engage and perhaps even try many a competitor brand along the way, but some brands just get under your skin. I can't help returning to my favourite brands - sometimes despite common sense - for example, a high price. From toothpaste to condiments to cars, brands appeal to you and hook you in varying ways and that's the key to their longevity.
Carol, United Kingdom
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Loyalty for life is the holy grail - but rarely achievable. Relationships can deliver it - and so can brands - but only if they work at it.
A cynical divorced friend said that if you want loyalty for life - buy a dog - and she had a point!
When are our brand choices just habit and when are they true loyalty?
In my opinion, we only become disloyal to brands when they stop fulfilling our expectations of them.
Lesley, United Kingdom
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If a brand can evolve as it's customers do, and still keep its authenticity, then I think life long loyalty can be achieved.
For me, loyalty is won over as brands demonstrate that they are ethical, charitable and environmentally friendly.Jo, United Kingdom
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I think a brand can achieve laylty for life, but only when that brand is seen to reward the consumer in return.
For example if the brand is very high quality or offers the consumer something more than just the product, ie status. I think its about being a consistently rewarding experience.Katherine Hall, United Kingdom
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Yes, the product would have simply to be as good as always but keeping itself up to date against the competition.
Daniele, United Kingdom
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Brands are always searching for loyalty for life, but unlike loyalty to friends and family, which can be unconditional, loyalty to a brands is fleeting, our view of brands change based on our environment or public perception of them. Brands are ever in a popularity contest with its consumer, changing its personality to stay relevant to its consumers and the current climates in the market. Brand loyalty can exist for life if the brand is willing to make hard decisions on its positioning in their market.
The dinosaurs died out and the mammals survived because they were more acclimatized to the environment, brands are the same if they don’t evolve to suit their markets they disappear
Daniel Tidyman, United Kingdom
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Predisposition to a brand is a reward for either performance or service. Loyalty to that brand will continue and grow only so long as that loyalty or service continues.
John Dutney, United Kingdom
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Not sure I would make/agree with such a statement as unfortunately I don’t think customers will ever become true fans and remain loyal to one brand -even avid football fans don’t always remain loyal to their teams- and I can vouch for this!!
I guess if you want customers to remain loyal for life you have to create a community for them, reward then for their loyalty, listen to their opinions and build your strategy around your customers
Eimear Curtin, United Kingdom
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Loyalty for life would be very hard to achieved, everything is changing so rapidly that you cant promise it.
What's good in the market today may not exist tomorrow!
Ben, United Kingdom
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I don't think a person ever pledges allegiance to a brand. They may be inspired by it for a while, but if that brand does not keep up with the demands of the consumer, they will loose interest quickly.
To stay one step ahead, a brand must always second guess what the consumer wants next, as they could 'jump ship' at any moment in their greed for the next 'big thing'.Griff, United Kingdom
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I think loyalty for life is possible with brands.
A familiar brand to me is like a comfortable pair of slippers. You'll feel warm to it, feel good about yourself for consuming it and it's a badge you proudly sport to denote your discerning taste. I believe a lot of these brand relationships our formed in childhood and then we almost feel a sense of nostalgia for our continued loyalty to them.
To earn my loyalty a brand has to adhere to it's core values and maintain quality whilst being innovative.Clint Lovell, United Kingdom
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A brand that inspired loyalty for life would need to be perfectly tuned to a consumer's self-image. Like a beer or cosmetics brand. But even then, because self-image changes, you would probably need to graduate from one sub-brand to another within the overall brand. Like a range of car models within the same marque. Very hard, though, to encompass a lifetime's attitudes in one brand.
Hugo Kondratiuk, United Kingdom
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Loyalty for life is possible - as long as the brand too holds up its end of the bargain. Consumers seek to establish contact with good brands, and if they have a positive experience with it they will come back for more.
After all, the brand is making the consumer's life a lot easier...
Another way of saying this is it's a two-way street: the brand must also be loyal to its customers!Paul Meyer, United Kingdom
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It's about expectation. If a brand or product sets my expectation and then delivers, day in day out, to that expectation for a price I expect to pay then I will be loyal.
Not necessarily exclusively but you've got to start somewhere.Rob, United Kingdom
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Things are in constant change - if a brand keeps up with the change and evolves and continues to cater for my needs I will stay loyal.
Sanjay Wadher, United Kingdom
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"When people lost sight of the way to live
Came codes of love and honesty,
Learning came, charity came,
Hypocrisy took charge;
When differences weakened family ties
Came benevolent fathers and dutiful sons;
And when lands were disrupted and misgoverned
Came ministers commended as loyal."
Lao Tzu
Kriston, United Kingdom
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What a brand need to do to win my loyalty for life is keep consistency in its service, quality and price. And always be innovative!
For me, Apple is a good example... i think i can say that am loyal to it for life..joze kabalan, United Kingdom
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I think Loyalty for life is getting even harder to acieve in this fickle society where everyone is out for a bargain.
The brands I am loyal to are those that have been with me since childhood and those you know stand for quality.
Living in a foriegn country, I do associate more with brands I recognise from home and therefore are more loyal to them. these are not necessarily the cheaper ones, but ones i know I can rely on.Lucy Armstrong, United Kingdom
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I don't believe loyalty for life to be possible.
I do believe that there are favourite brands that we stick by and use if it meets our various needs as consumers.
These needs though are rather diverse and not something I think one company or brand could capture for that length of time and consistently too.David, United Kingdom
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For me to be loyal I need a reason to choose in the first place, and then for the basics to be done right, whether that's good customer service, products that suit my needs etc
Gareth Williams, United Kingdom
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Loyalty for life is not possible in today's fast moving, throwaway lifestyle.
However in order to maintain loyalty it is crucial to deliver on their promise. In order to be loyal there has to be trust and once this has been broken the chain is broken.
Its a matter of believing in their ethos and the company ensuring that their ethos rings true.
Clare Foster, United Kingdom
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Loyalty for Life is achievable but the brand needs to be in it for the long run. A short term burst of excitement will never be enough - it needs to be two-way.
To expect 'exclusive' loyalty may be a step too far, but to be a trusted brand that people will be loyal to wherever and whenever possible is a goal worth seeking.Matt Kitcherside, United Kingdom
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A brand can never inspire loyalty for life - maybe for a few years or a period of someone's life, but as we age, we change. We become more experienced, more cynical, less adventurous, our views and opinions become better informed (?) and our perceptions of the younger generation(s) become increasingly diverse as we start to fill our parents shoes.
In addition, brands evolve and positioning changes increasingly quickly in the digital age. The very nature of competition and the increasing globalisation of markets means there is always a bigger or faster fish.
Brands whose products cater to personal taste or identity such as Tea, cigarettes, beer, newspapers or Sports teams may come close but these loyalties are built up over years and often reflect our parent's influence during our teenage years.
Ask yourself how many brands you have been loyal to? You're an intelligent, free-thinking indiviual aren't you? The very nature of your inquisitiveness and freedom of choice makes it nigh on impossible for brands to demand your loyalty.
Can brands win loyalty for life?
In a word - No.
Andrew Marsh, United Kingdom
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It is not impossible, but it might not happen that often, because there always may be a change in taste and needs over the years. And the products of brands may change and alter also - so it might happen, that somebody will stop the loyalty to some brands.
To achieve my lifetime loyalty, a brand and its products would have needed to suit my needs and my taste over the decades - most of them failed! More to the fact, that they changed something, less, that I changed my taste and needs.
And many companies make the mistake to believe a new - or changed - product is a better product - something I will not agree with in many cases.
Some examples:
Coca Cola changed the taste of Cola Light years ago - I changed to Pespi Light...
Opel offers only front wheel drive these days - but I still like rear wheel drive much better....
A Jeep have had life axles some years ago, etc., but these days they offer more or less only SUVs...Claus, Germany
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1- I would have to start using/be introduced to the brand early in life (at least by teenage years)
2- must have established some sort of social benefit/coolness/emotional attachment to using the brand in those early yearsJudy Begehr, United States
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Loyalty for life... ok, seems like a fair trade to me. :-)
Miranda, United States
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The brands that I have the most loyalty with, simply make a great product, keep me interested by staying fresh and never cheapen themselves by following trends..
Jonah, United States
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It surely exists! I see that everyday in the shop selling swedish outdoor clothing.
My dad drives Peugeot all his life even if other cars were cheaper and better for his plans.
I would not say loyalty itself has to be connected with a brandname but with a certain lifestyle.
And if lifestyle and a company come perfectly together its a sales winner over the years.
Changing the image to run behind the money is only good for the moment but kills you on a longrun.Anna Katharina, Germany
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is: Yes, generally. There are still products which are a synonym for lasting quality and value-for-life worth. Just a few brand names: Leica Cameras, Land Rover, Heinz, Coca Cola, Fender Guitars, Cadbury, Kellog's.
But there are other brands which have somehow lost their "good name" because of inferior product quality or bad marketing in recent years. Sony, Mercedes Apple Computers (they made a laptop which literally grew too hot when in use back in the 90s) and Warwick Guitars and Basses (because of their "Rock Bass" product line made in China - bad quality, like control knobs falling off the guitar body) spring to my mind, for instance.Jens Jungclaus, Germany
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Yes.
If the experince is something that is REALLY wowing.Steve, Australia
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No as there can be no everlasting guarrantee
Chris Allner, United Kingdom
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It’s down to consistently good experiences over time. A company I can trust to give me what I expect (and more) every time I go back.
Anthony, United Kingdom
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Yes!
john, Germany
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A brand can build loyalty by being good to / for me, but it can be lost easily, once lost, the loyalty will never return...
For instance where possible I will never fly BA (shoddy service on my honeymoon) and I will never ever buy a VW car againDave, United Kingdom
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Commercial brands aren't focused on loyalty for life, they're interested in those 20% of their customers who will give them profit. More to the point may be we're more likely to loyal for life with brands that doing somehing for others - save the children, the red cross or medicine san frontiers
anon, United Kingdom
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A very interesting question. In my view nothing is ever 100% guaranteed and I can't equate the trust I have with friends and something that I can attribute to a brand.
One example of where I have used a brand for a long period of time is in the cough and cold remedy market, having been brought up on these as a child and then have continued to use them as I have grown up. Veno's cough mixture springs to mind.
That aside, I would be prepared to use a brand for a long time however if something better came on the market, the brand went through difficult times I would be prepared to change.Deborah, United Kingdom
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No, theres no loyality for life.
Johannes Weyand, Germany
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Yes - if the brand delivers on the promise and compliments my personality then why change something that works.
I will not be chaning my toothpaste, my skin products and my washing powder in a lifetime if they continue to make me happy.Gwen Ncube, South Africa
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Lifetime loyalty for a brand is a rare thing. It is possible in only a few, specific product categories (newspaper, beer, car,...). Those can vary widely, depending on each individuals preferences, life style, life cycle and attitudes towards the product categories we are considering. And of course lifelong loyalty depends on the lifelong delivery of the brand on its promises.
Karlo Zobell, Belgium & Luxembourg
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It's not possible to have loyalty for life with the current market trends.
steven clarke, United Kingdom
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Loyalty is built on trust. Trust is built on understanding. Understand your customer. Hopefully loyalty will follow. No guarantees though!
John, United Kingdom
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It would need to be completely personal, a friendly face, like going back home. Interact with me not talk at me, it would have to be a two way relationship. evolve and develop to my needs as time went on, effectively grow old with me!!
Paul Ferry, United Kingdom
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A brand must deliver on its promise, be consistent, reaffirm that you have made the right choice and develop trust. These are classic attributes for a brand, the loyalty differentiators in my mind centre on the way a brand adapts to changing times and its ability to not only deal with the positive times but how it manages situations when issues arise.
Dave Hirst, United Kingdom
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The strength of the brand,
The high profile brand
degree of satisfaction to consumer some productsSara, Spain
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the first step fpr a brand to win my loyalty for life, they would need to deliver on their promise - whether that is product performace, customer service (during / post sale). That is the simple bit! The harder piece would be to keep abreast of my changing needs - as my lifestyle, lifestage, priorities and external influences change, the proposition they offer me would also have to adapt - or else it woulc become irrelevant to me and I would move on.
Fiona Robinson, United Kingdom
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In some respects, unfortunately yes.
I think of being an Apple fan in the 1990's, a very dark period for Apple. I kept the faith, buying their products despite them often being dire. I think of Porsche - derided as the yuppy car of the 1980's, producing some poor products - but still a brand that manages to keep people's loyalty beyond expectations.
Great brands manage it.julian stubbs, Sweden
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Loyalty is honesty combined with the deepest connection to somebody (something) and the willigness to be there anytime, anywhere if the person you feel loyal to needs help.
Kerstin, Germany
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To keep a lifelong customer loyalty a brand must do the following:
1. consistently meet my expectations
2. adopt with the times maintaining its core values but not becoming old fashioned - but also do what I want or expect of it
3. consistenly confirm I made the right choice
Simple really!Fraser Curley, Germany
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Staying loyal to anything or anyone for a lifetime requires tremendous liking as well as good stamina. Its almost like having a strong believe in a religion. Even for religion in Asia, the line for religions between Buddhism and Taoism is constantly blurred. Believers select different aspects of the two, mix and match them together to adapt to their lifestyle and wish for a better life.
So in the world of change and choice, staying loyal to just one brand is almost impossible. If a brand is able to keep pace with consumer trends and rejuvenates itself to market changes, it could stay as the most preferred brand in a certain duration of time. A lifetime loyalty is probably just a myth.Larry Lew, China
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To do exactly as it promised. Every time.
Peter Blocksom, United States
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I don't think it is possible or sometimes even desirable for any brand to earn loyalty for life. I don't expect to be a loyal buyer - or probably advocate of pampers nappies for the rest of my life (my life would probably not last very long if I were).
In some cases, trying to achieve loyalty for life could be a dangerous trap. A youth-oriented brand can develop with its customer base from a point in time but risk alienating new prospects for the brand as it appeals to an audience that is growing older - not a future proof recipe.
Where appropriate a brand needs to meet several criteria to earn a customer's loyalty regardles whether that is for a given moment or for life.
There are qualifyers like accessibility, e.g. geographic or financial attainability.
Also, the brand proposition needs to be relevant whenever appropriate, meaning that the brand owner needs to continuously understand its customers, develop the proposition where needed - and deliver in an engaging way. Being loyal should be a rewarding experience.Koos, United Kingdom
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Loyal for life... only if a brand continues to "TRY" and fulfill its promise... Successful marriages take work... Brands must work to sustain customer loyalty...
You can't take your partner for granted... and brands can't take their customers for granted either. Whether we like it or not, we're stuck with blood relatives. Better to be stuck on a brand, rather than stuck with...Barbara, United States
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Theoretically, I suppose loyalty for life is attainable for certain brands. However, those brands must stand ready and be equipped to meet the emotional and financial needs of ever-changing, oftentimes fickle consumers. The likelihood of brands and loyal consumers coming together and staying together for all of eternity would probably be minuscule.
Sally, United States
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Yes I do think some brands achieve lifetime loyalty. Because they are delivering consistent, reliable service of a product we want, and if the companies ethics are sound. Even better (from the brand's point of view) is that you eventually identify with that brand and believe it is 'who you are'.. People are also creatures of habit, we don't like making decisions.. i suppose it is like marriage, you search around, try out various different things people/pickles/sneakers until one day you think this is GOOD i like it and you know what although there is probably a better and more perfect person/pickle/sneaker out there i'm tired of the search.. this one is GOOD and i'm going to stick with it . And you will - probably for life - unless of course it does something really wrong.. yeah you know who i'm talking about.. damn you Dunlop and your radical redesign of the Volley sneaker! and damn you Allens lollies for letting evil Nestle take you over!!
Melanie, Australia
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For me to be loyal to a brand for life, it would have to show constant quality, and never falter in terms of the reason why I purchased it in the first place, nor change the essence of its being. It would have to keep up with cultural changes of what's expected in the day and age, and constantly re-invent itself with life cycle extensions to reflect what's expected by society in the coming years. It would have to stay ahead of the competitive offerings, and never let them catch up to make me switch brands. Dove products are a perfect example of this. They maintain their quality, keep up with social expectations and constantly bring out new products. Thank you for the opportunity to give my opinion on this. Susanne
Susanne Whiteman, Ireland
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To be selected initially, a brand would have to be one of the superior performers in the category; be competetively priced; be the highest quality; and have great customer service. During its use over many years, the brand must stand the scrutiny of time and be able to stand up to the competitive forces of new products that are introduced. Only after constantly meeting and beating the new brand, can your product truly earn a loyalty for life.
Ed Brozena, United States
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Yes, though it may be difficult, it is certainly possible to win a customer's loyalty for life.
Different people would have different expectations, but personally I look for the following characteristics in a company from which I purchase goods or services: value, trustworthiness, fair price, strong ethics, and environmental responsibility.Jessica S, United States
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Yes, a brand can achieve loyalty for life if:
- it continues to deliver on its 'promise' time after time
- competitor innovation doesn't 'trump' the brand's offer
- it can show it really 'cares' about me
- it doesn't try and rip me off
- it behaves 'ethically' (in context of value system of target audience!)
But perhaps more interesting is how a brand can achieve *passionate* loyalty for life. How many times do you run into passionate supporters of Apple vs the bank they use.....
Jill Coomber, Chocolate Communications, United Kingdom
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Brands are capable of gaining loyalty for life.
Often this is through user laziness - such as with which bank you choose and other services with such inertia.
More hopefully, this is also achievable for a brand by delivering un-erringly on their brand promise and fulfilling a need for the consumer.
In service-based industries this boils down more than often to people e.g. customer service. Poor customer service is absolutely unforgivable and is the quickest way to lose a loyal customer, and is a costly mistake on behalf of the company to tarnight their brand in this way.
With consumer goods, from the basis of economics there is an inherent trade off between price and quality/desiribility. A brand can gain lifetime loyaltly simply by delivering on this scale IN LINE WITH CUSTOMER EXPECTATION.
Low prices can therefore be a reason for brand loyalty. At the other end of the scale, brand equity (with or without high 'quality' or craftmanship) can be enough to encourage loyalty for life.
Ultimately loyalty for life comes with consistently delighting the customer with the product or service and never once giving the customer need to even consider changing their choice of brand. This requires a brilliant brand experience at every touchpoint and is the holy grail of building and sustaining brand equity and loyalty!Steve Osaer, United Kingdom
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If a brand delivers really what they promised to deliver, it can trust in my loyalty. Examples: IBM Computers and Laptops, and last but not least the new Jeep Wrangler JK, which is (and was thought out for that matter) the most buildable SUV on the market right from the dealers lot.
Bockels Uwe, Germany
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there is one word thats the base for my liftetime loyality... thats "confidence".
as much as i expect it from my family and my friends - and as they expect it from me as well - i would ever take confidence for granted as a base for loyality.
so regarding to a brand its on the one hand my beliefs in the brand, to always act as i would do and on the other hand real interest of the brand in me as a person. thats why i'm always into brands which are highly interested in close contact.
Katrin, Germany
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Loyality for life?
Yes, as long as you find something better.
It will take some time to be convinced, but you will change your mind!!
Maddoc, Germany
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I think its loyalty for life is a lot for a brand to ask.
I think its a lot for a football team to ask...
Its even a lot of a person to ask...
I really think the only guaranteed loyalty is to family, religion and country, and even that's sometimes hard to get!
I think the closest way to get loyalty for life it to be associated with something I indntify strongly with -- a belief, or something that defines me - not just in this moment but always.Annemarie, United States
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The only thing that deserves Loyalty For Life is life itself!
Anyhow - I do think it could be possible for a brand either .... if the product is simple, honest, perfect from the beginning and never ever changes.
Coca Cola? Close, but not really.
I do have to say that no brand comes to my head that did achive this status yet, in the past.
Let`s see what the future brings ........
Thomas Bell, Germany
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Change is life. Life is change.
Change is great for success.
Change is sometimes annoying.
A brand should never ASK for loyalty for life. As nobody should.
A brand, even if it is my automobile's or sth worshipped like that, never touches values of "Life".
Loyalty for Life is something a brand can TRY to achieve. But be aware - you will need the ability to change.sabine, Germany
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if a brand acts as a good person, a good friends, then yes. But that means less profit due to environmentally friendly manufacturing for example. Over commitment and over delivery in every part of the chain is a must. An extreme focus on doing the one thing the brand started out with. However, there is no such brand. And, hence, I will not give any brand my life time loyalty. But it's not written in stone. Would there be such a brand then I would.
o.s, Sweden
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If a brand is fairly consistent, like a person, I am willing to give it my lifetime of loyalty.
If a brand, like a person, does not change dramtically from what I espoused in the first place, I will stick with it through the ebbs and flows. I will reamin flexible with it.
If it changes its constiitution, basic premise, I will leave it.
If a brand communicates to me and stays present, I will remember to consider it. If it goes away, like a person, I will adjust mey life and live without it - making the re-entry very difficult.
Tara Ryan, United States
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de-brand itself
Matthew, United Kingdom
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As I grow and change in new phases of life, my brand preferences seem to shift with my needs. I think there are very few brands that are able to offer continuously innovative products that will have the trend appeal to keep customers loyal. Additionally, few companies today offer true customer service. When I feel appreciated - that I am a customer not just a sale - I am more apt to shop with that company again. Over time, this can grow into a relationship of sorts and contribute to a growing brand loyalty.
Excellent customer service and innovative solutions to my changing needs with the right product could keep me loyal for life.Karianne Wardell, United States
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They would need to gain my trust to gain Loyalty for Life status. Never being let down, communicated to, etc.
Heather Sachs, United States
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It's possible, but unlikely. I am loyal to different brands at different times depending on my preferences at that time of my life. And there's no telling what a company might do to change my opinion of them. Or who might come along and do something better.
Craig, United States
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A lifetime brand tells something. It's a message you convey others. It tells something about where you think you belong to, above all changes and contingencies. Your identity.
Sometimes where you come from (family tradition, child memory, ...) or what you manage to become with time, for the good and the bad.
Why the same perfume (Azaro) since 25 years ? Because I assume my perfume is part of what I am for me, for my wife, friends, ... Maybe I love it precisely because it is not fashionable since then
Why did I stop buying "Church" shoes a few years ago (I used to buy only Church for 20 years)? Because one day, I saw in a vritirne one pair of Church did fit at all with my life-style, my expectations, who I am. New owners, new designers, ... these shoes were both too outdated and I-want-to-be-trendy (mix sporty-classic), too "nouveau riche", and no longer just pure, simple, quality, classic ! I voted with my feet : never again, no regret.
Why I am now adddicted to "Faber Castell" fountain pens ? Because a great fan in France talked to me with passion about the uniqueness of this brand. It is less expensive than most pen from main brands (montblanc, ...) , but "Faber Castell" is now part of my life.
Irrational ? Of course, so what.Didier, Belgium & Luxembourg
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Dependable, priced competitively, morally and environmentally conscious, unique/ continuously provide something competitors don't offer.
Rachel, United States
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It is possible to have a brand that brings lifetime loyalty. But it needs to fulfill not only basic needs such as consistent quality but also develop new values and images as societies changes.
There already exist some brands that are close to the lifetime loyalty such as Coke, McDonald's, Apple, Sony.
Their brand management is driven more by lifestyles which evolve to a lifestyle icon.
But it is so easy to falter when there are negative news, a mis-step or poor knowledge of local conditions.
It falls on the brand team and the agency to keep focussed and deliver the desired results.
But so often, the brand team or agency changes because of staff changes which result in new directions.
I personally have some lifestyle habits developed over the years because of the closeness these brands bring to my life eg. I love to drink Coke because it carries the "freedom of life" value - gets upset when they sell only Pepsi, use a Samsonite travel suitcase for the past 30 years because it is a very durable luggage.Azri Wing Kee WONG, China
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in short YES.
Would i only ever eat Branston Pickle? Yes, i am loyal to Brands i like, for life, if i eat pickle when i am 120 years old, would it be Branston..yes! ould i be tempted away? i am a loyal person, not that easily, for 20 years people have tried to lure me away from diet coke, nothing does it...if i trust a brand to deliver and it repays me with a consistent experience then i repay with my loyalty...
So, do, i think other people i know are loyal to their brands, no, some base their decisions not on brand engagement or experience, but price or other attributues..
I've used Microsoft for like 20 years now, i've been loyal, but you know people i know with macs tell me there is a much better user experience and the little exposure i have had i am thinking of leaving..I am loyal and i want to stay, but i cannot bare the service levels, and i have perserviered actually for a long time..
Spencer Gallagher, United Kingdom
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I am loyal for many reasons - duty, love, self improvement, financial gain, simpler life, convenience….
Brand loyalty is about people making active choices, not automatic ones. That’s inertia. The difference is huge.
To make an active choice, I need a reason. People don’t love brands or products; they love what it provides them – entertainment, security, a place to interact, money, an easier life, the kids not moaning at them, something to identify with, memories of a by gone age, a warm fuzzy feeling we can’t place. All giving me the reason to make an active choice.
Can brands do this? On some levels, and for some of the time, with some of the people. But for life? No. we change, our needs change, the world changes. Yes, the smart brand changes with it, but only where the market is, which may not always be with me. The brand is driven my market forces. So are we. Well at least family, social, financial, but not always in the same direction.
I’d prefer loyalty of my chosen target audience, in the appropriate time and space to build profit, over loyalty of a changing group of people for life. I’ll happily swap these people if that means it makes greater commercial sense to my business, rather than be loyal in return and not make the profit the brand needs to continue.
If I’m loyal for life, its because of inertia and another brands needs to bust it. If humans cannot be loyal to a house, a wife, a best friend, you think we’re loyal to a brand? Only agencies and clients want to believe that.
Nathan, United Kingdom
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I would remain loyal to a brand for life if its basic promise/value prop stayed consistent over time.
While at the same time, the brand image regularly reinvented itself to have relevant appeal.Kristen, United States
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It depends on the brand and on the relationship you have to your consumers. My initial inclination is to say that it is tough. People tend to outgrow brands as they age, develop. What you have to foucs on is continuing to fill the empty vessel by recruiting, and as best as possible shoring up your existing base.
Christian, United States
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It's possible but as in any relationship, there'd be a lot of hard work involved. Just like in marriage, over a lifetime, people evolve and change. And if their partner doesn't follow those changes (or doesn't WANT to change) then there's trouble. I'm probably not going to wear the same style of Nike shoes when I'm 50 as when I was 20. I'm not going to drink the same wine at those ages, either. I guess the question comes back to the product itself. Is it applicable to someone over the course of a lifetime? Or from a masterbrand perspective, can you credibly appeal to people in their 20s and in their 50s? I think it's a tough one.
Milan, United States
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Greatly depends on the type of brand or product. Some would need to be tied to my value systems (politics, religion, etc), while others would need to consistently reinvent themselves to not become irrelevant over time.
Life is a long time. Habits and emotional ties are formed early in life. For me, loyalty is an equation of investment of time and emotion. I'm loyal to my university, I'm loyal to my friends and family, I am not loyal to any specific consumer product forever. I like to try new things which breaks the equation. In my opinion, products that focus on social affiliation have a better chance to gaining the type of loyalty that most brands aspire for.Robert, United States
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Brands you like are like people you like; they say and do things you happen to like.
They don't cheat, they don't shout at you, they don't treat you like a cash dispenser.
They confess mistakes and they deliver unexpected value - a laughter, a thought, an insight, a sense of camp fire you and me feeling.
Good people - and brands - are sincere, considerate and helpful. They call you once in a while, but they don't pester you. They take off their shoes in the hallway and say good morning in the morning and goodbye when they leave. They don't repeat what they have already told you, and they don't brag.
Strong brands could definitely be life-long companions, and it's as much about the attitude and charm as the actual product.
Consistency is paramount, as the world is difficult enough already, and more important than objective quality.
Now, am I loyal to them? On the table at my side is one (empty) can of Carlsberg and one newly opened can of Heineken. But then again, there are many people you like...Stefan, Hong Kong
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Loyalty means respect, reward and made to feel part of an exculsive club.
To win my loyalty for life, brands must keeps to the values which first made me join up/purchase etc.
Loyalty is a something that shouldnt be taken for granted.Damian Reynolds, United Kingdom
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If a brand delivers against it's promises time and time again and doesn't deviate from it's core values it will make me loyal to them.
If I also have an emotional connection to that brand (the smell reminds me of growing up at home for example) then it will make me loyal for life.
Sarah, United Kingdom
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YES
EXAMPLES FROM MY LIFE
MARMITE- I STILL HAVE IT ALMOST EVERY DAY
SENIOR SERVICE- MY PREFERRED CIGARETTE FOR 55 YEARS
LLOYDS TSB-HAPPY WITH SERVICE FOR 53YEARS; NOT JUST INERTIA.JOHN KINSELLA, United Kingdom
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Loyalty is personal and unique to individuals, with your experiences (good or bad) dictating how loyal you are. I have yet to see a brand (even though some may say I'm young and naive) that can meet the expectations and standards of all its customers over a sustained period of time. We all have a desire to "try something new" it's innate, so unless a brand can provide this, loyalty will come into question.
Bhav, United Kingdom
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A brand would need to consistently deliver it's promise of value throughout my lifetime to gain my lifetime loyalty. It requires the brand to continually update itself so it continues to deliver on its relevancy and performance promise as time and technology marches on.
David Rosenthal, United States
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I think it depends on the Product, and also on the way, oneself and the product develop.
Maybe in 20 years, your favourite brand of Beer tries a different recipe, and you won´t like it anymore.
As long as the aspects of a product you prefer to others stay the same, there can be a lifetime loyalty. But if the product changes in a way you consider as negative, the loyalty will not last.
Loyalty can not be contained by a name, only by Quality.Tim Rieber, Germany
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I think brand loyalty is more about negative choices rather than positive. I wouldn't buy a BMW or a Tommy Hilfiger shirt because the brand associations don't appeal to me. I don't feel they reflect my own personality and so don't want to associate myself with them. Brand loyalty only happens where there is an emotional connection, usually ethics related. So I will choose the Co-operative Bank over HSBC, and Ariel over Persil because of the corporate responsibilty programmes.
Kate Macnamara, United Kingdom
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To win 'loyalty for life' from me a brand would have to never let me down (which is a pretty tall order).
They would need to be a brand with fantastic customer service and support, who rewarded loyalty without having to be pushed into it with threats to go elsewhere.
Basically a brand that never gives you a reason to even consider the competition...
kelly, United Kingdom
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Any brand that could make me believe they weren't driven solely by acquiring my money at any cost would get my loyalty.
It also helps to have a consistently brilliant service and staff that are properly trained.
Chloe, United Kingdom
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Customer service. If a brand is backed up by great customer service I never change to another brand.
Jim Reinsma, United States
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If it aint broke, don't fix it; if you continue to deliver what I want whilst making me feel that you value me, I won't need to bother trawling through your competitors to find a better option
anon, United Kingdom
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To achieve loyalty for life, a brand would need to be relevant to me as my life changes. I'm a very different consumer at 35 than I was when I was 15 or 25.
A brand needs to evolve or at least have the capability to offer something pertinent depending at my life stage.james, Ireland
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Personally I think brand loyalty is very much dependent upon the product. For example I’ll happily switch suppliers to get the best price for my utilities, telecommunications and insurance.
When it comes to luxury purchases it is a different matter. It will always go towards brands that I am familiar with and have a reputation for quality, even if this means paying slightly more e.g. cars and mattresses. I once had a bad experience with a Vaxhall Vectra (I know don’t hold it against me) but all in the all the reliability was dire and the customer service was equally bad. So when it came to purchasing a new car I steered well clear and went with the German efficiency of VW.
Even with things like bake beans and ketchup I will always pay a little bit extra and buy Heinz as the taste is the deciding factor. If Heinz bought out a brown sauce I wouldn’t be swayed away from HP’s brown sauce as this has been my lifelong preference.
Rachel James, United Kingdom
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For me brand loyalty depends on the product, market. I'm fickle with some groceries, but would never buy a butter other than Lurpak (my Mum bought it too!). Same goes for fairy washing up liquid, Heinz ketchup, beans, salad cream and tomato soup....but most other things I'll try if there is an offer on it! (Scottish!!)
I will also never ditch my bank of scotland account and my husband will never give up on lotto!!
Not sure there is a formula for lifetime brand loyalty...has something to do with quality, nostalgia and the fear of change or going without. If you find the answer...I'd love to know!val benyon, United Kingdom
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In my opinion for a product to win my Loyalty for Life, it should always gove the same satisfying result at anytime at any circumstance.
Nazli Tuzuner, Germany
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1st Class Products now and in the future
keep developing the service and/or products to remain competitive.
Feeling of exclusivity.
Loyalty Points similar to BA miles, discounted subsequent purchases or upgrades.
customer service with real people picking up the phone promptly when you phone rather than recorded push 1 for this, your call important blah blah.Peter Kelsey, United Kingdom
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Of course it is possible.
Some brands are part of the family - like souvenirs to childhood. Nivea for example, creme in a blue box with white letters and the special smell. Or Pullmoll, this special kind of goody, my grandma gave us everytime when we left her house (Don't catch a cold, dear ...).
It will be very hard to destroy the feelings for brands like these. And normally when I have the choice I still take products of these brands, without thinking about.
Uta, Germany
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The only way I could be loyal to a brand is through a mix of consistent quality, cost and relevance to my life.
David Jackson, Ireland
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Loyalty is a generally a very personal feeling and loyalty for life can only be a result of a long term process. Real close friends can rely on my loyalty for life, as can of course my spouse and my kids. The latter as a given natural feeling, the first as result of a process of growing together, relying on each other.
To transfer loyalty for life onto companies and brands it needs a long standing, positive experience with the company. Sometimes even negative experiences with a well regarded brand/company can result in a higher degree of loyalty, if the company makes good for the bad experience in a convincing way.
Looking at my life, there is only one brand, that has my affection to the extent, that I could say I will – most probably – be loyal to it for a lifetime. It is the car brand Land Rover and the affection stems from my childhood days and has grown ever since, although I bought the first Land Rover only 6 years ago.
To gain my loyalty, a brand/company must convincingly present a very consistent picture to the market, show respect and “love” for their customers or potential customers – and love their brand themselves. And show their love for their own product and the “aficionados” of their brand/products in a constant and consistent way in communication into the market as well as in direct communication with their customers.
And in the case of troublesome experience on my side know of my attitude/affection/behaviour towards them and act on the basis of that.
Holger, Germany
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To retain loyalty a brand will need to growth with me as an individual, being relevant to me as my aspirations and expectations change
Richard, United Kingdom
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\Lifetime loyalty... Swans do it but not many other species.
Loyalty for life to me is something passed on through generations – I’m loyal to people, products and brands that my parents are loyal to and one day my kids will hopefully be. Loyalty comes from a feeling that ‘something’ is part of my life, and grew up with me.
Even though I’m loyal to a company, it doesn’t mean I wouldn’t try out others.. just for a bit of variety, but I do usually go back!
Ariel washing powder (mum buys nothing else)
Kiwi boot polish (dad swears by it)
Levis jeans (me and my sister bought our first pair together in 1988).
Companies need to stick to their promises and defend their own position – not try to re-invent themselves and copy the competition.
I don't think loyalty can be bought - it has to be earned.
fiona, United Arab Emirates
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I will remain loyal to the brand as long as the brand stays loyal to me.
Michiel, Germany
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In a climate where we are continually striving to find better, more affordable or greener offerings a brand would have to work very hard to maintain a consistent customer base. However - I do like the idea that you could stick with a 'brand for life' and it would save a lot of time which we currently waste 'shopping around'....
Sally, United Kingdom
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A brand would have to pull me in from the beginning, respect it's tradition, be open and honest about changes or "improvements," and treat me like a grown up. No lies, no fluff, just honesty about who they are, what they want from me and why i would want them.
Tina, United States
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The brand has to be consistent and their standards must remain high.
M. Abreu, United States
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I belive it is possible for there to be loyalty to a brand for life.
However in order for this to be the case the Brand would need to evolve with it's market and recognise that there will inevitably be a change in criteria for Brand loyalty.Nick, United Kingdom
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Heinz! Have been eating their beans for longer than I can remember so always know what I'm going to get and am willing to pay even if they're not the cheapest on the market.
George, United Kingdom
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I think Loyalty for Life is possible in certain categories - those categories in which change is a result of innovation or where a brand offering encompasses a range of products and services that can meet the needs of an individual across the full range of their lifetime. For example, banking. I will always need a bank. What I need that bank to do may change as I get older, but it is entirely feasible for a bank to offer a full range of services to meet my needs over time. If the bank that I have consistently meets my needs and expectations and innovates to stay at the forefront then I could easily envisage remaining loyal for life. Consumers are fickle, yes, but by nature many people do not like change. The most stressful events that someone can go through psychologically all relate to change - moving house, death, divorce, etc. Many people seek to avoid change on many levels. Therefore if a brand can stay relevant throughout changing times then Loyalty for Life is possible.
Sarah, United Kingdom
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Brand loyalty for life is a big ask. But I think many people's self-image and identity is incubated at a pivotal moment in their upbringing; usually their youth. The brands that had resonance to them then, they'll probably have a degree of loyalty to throughout their life.
For me, the brands that I show any loyalty to need a certain degree of integrity and a strong sense of adherence to high standards of quality, beyond the vagaries of fashion. In short, a classic is never out of style.Daniel Sainty, United Kingdom
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Its true, having read the other peoples opinions , that quality can lead to loyalty, take vw for example, from the beetle to the golf, the badge suggests that it is quality, well made, etc. . even if hitler commissioned the beetle from porsche, we know vw itself is a good brand.
same with coca cola, love them or hate them for being a huge multi billion pound corporation, you know that when you drink it, its quality and not easily replaced with a pepsi or other own brand make. .especcially with a large vodka.
its the same with sony, i bought a nice sony tv set for at xmas for £800, and the sound wasnt how i wanted it, but the guys picked it up, mended it, redelivered it, tested it, i know that sony is a good make, and the service they provided was excellent, so they would have my loyalty, whereas i have bought other equipment from less professional makes and these havent had the same treatment.
apple are another that are so excellent, from the design, to the packaging to the service that they instill brand loyalty as im satisfied every time, from the ipod, to the iphone, to the imac, to the powerbook, which i have.
that is brand loyalty because of a quality item and service.
i could whittle on all day, but you get the drift. .
Dan Baldwin, United Kingdom
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Don't think there is such a thing as loyalty for life. Can hope to extend loyalty for life to some brand of product you think is fantastic, but probability is that somewhere along the line you will break that as there will other products that replace that first brand's place of loyalty.
Alessandro, South Africa
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No I don't believe it is. You need emotional attachment AND instinct for a lifetime of loyalty, I don't believe a material object/brand can achieve this. You can of course encourage longevity of loyalty from your customers and reward them to keep them loyal.
Kate, United Kingdom
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Yes, it is possible, but this is often determined by the level and quality of service and customer handling post purchase, be it product or service. Brand often being only as good as a customers last experience.
Pete Yates, United Kingdom
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OK, well, I think a brand would struggle to obtain Loyalty for Life purely because products change as the world changes. But for me a product would guarantee my loyalty if they never changed the ingredients (whether that be food or cosmetics or skin care) and they never took it off the shelf. If I find a product I like I use it for ever and I have found that some things are removed from the shelves because of supposedly bad sales or a change in the sales pattern which is very disappointing and I rarely find something to match it that I like as much.
Keep it plain, simple, easy to use and in the case of perfume, skincare and cosmetics, make it smell and feel nice, and in the case of food, make it taste nice!
Rebecca Jones, United Kingdom
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It is extremely difficult for anyone to be loyal to a brand for life.
We live in a world where there is vast choice and the consumer is king. Why would a consumer be loyal to one particular brand when another brand may be able to offer the same product cheaper or possibly a better product for the same price.
It's also related to supply and demand. You may be subconsciously more loyal to one particular brand compared to another i.e. Coke over Pepsi, but if you're thirsty and need a drink its unlikely you'd walk to the next shop just so you could drink Coke.
For a brand to win my loyalty, it would need to continually deliver a product that beats all other competition. This would include price, product, customer service, innovation etc. And even then I might like something else.Joseph, United Kingdom
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Absolutely it is. A number of brands in my opinion do this, but have done because they have a unique benefit and continue to remain true to their routes whilst innovating over time. Great examples of this are Guinness and Harley Davidson.
These brands continue to be at the forefront of providing their adorers exactly what they want, through new experiences and interactions.
I might even add Nike into this.Paul Clarke, United States
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Yes- if you have experienced a product or service which has given delight/satisfaction and still remains competetive.EG a motor car(Make),insurance,clothing brand( particularly with ladies) particular food brands. The brand would have to continually meet /surpass customer,s expectations and be affordable and something you want to tell people about.ie recommend.
John Perry, United Kingdom
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Yes, if the brand stays relevant. If the brand stays true to its values (both quality and as a corporate citizen). And if the brand continues to find ways to make an emotional connection to the consumer.
Sarah Lyons, United States
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Products or services need the ability to inspire, evolve and provide something of value in addition to what a customer is looking for in order to achieve lifelong loyalty.
Religion is perhaps the best example with believers experiencing personalised messages at every touch-point, always appear to come away with more than they sought and never appear disappointed.
WOW.Mark, United Kingdom
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It would need to expire, like James Dean, live on the memory as something that lived its time perfectly. It knows its limits. It's not big. It's not clever. It's real. The next truly great brand will have an expiry date and we will love it for life.
John, United Kingdom
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I have seen people loyal to car brands. Quality can lead to loyalty.
Julianne, United States
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I don't believe any brand can be loyal for life. Brands change/progress over time and I don't think people expect loyal brands to ever change.
Liz, United States
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1. A solid message, unswayed by popular opinion, remaining true to an original position.
2. In control, not chasing consumers, seeming desperate.
3. Honest, open, truthful, where good or bad.
4. Bothered by audience but not controlled by them.
5. Consistant delivery of innovation, without trying too hard.
6. Genuinely loyal in return.Scott Knox, United Kingdom
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Loyalty for life is possible. For me, that would mean a brand connecting itself to one of the other categories most important to me. The oldest brands can have an influence to multiple generations. For example, if my Grandparents would only use Burpee seeds, then I am very inclined to also trust no other. Every consumer is different. I do not see attach grandness to an institution for having a stadium named after it, and respect the opinion of other consumers far more, especially those I know well. Making a personal connection is the way to establish brand preference for life.
Amber Johnson, United States
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When a brand establishes an emotional tie that is associated from the experiences and memories of your childhood and the initial preference of your parents and family, which throughout your life has met or exceeded your own expectations it is at that point one can be very loyal to a brand for life.
Jon Schneider, United States
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Not only hook me from the get go, but continue to provide me with the enhanced services and products I need. Continual improvements are necessary. Lack of engagement and sitting idle will cause me to seek other options. Don't take the customer for granted.
Jeremy Ahto, United States
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Some of these are probably unrealistic but here goes:
• Truthful / Honest
• Always sold to me at the lowest possible cost
• Reliable
• A cool product to own
• Made of the highest quality, standards
• Be able to offer consistent visible benefit over long periods of time
• Environmentally friendly, while not at extra cost to me.Frank Harnett, United Kingdom
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For me it is entirely possible. Loyalty would constitute consistent quality, good customer service, price and values of the company.
Marian Robinson, United States
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Loyalty for Life is a myth...with certain exceptions.
Reason One: People are variety seekers. We are often lured by new experiences and curiosity is in human nature.
Reason Two: Our needs change when we mature. For instance, can you imagne a 40-year old women still listening to Britney?
Reason Three: We are trained by hyperconsumption and live in expectation economy. Our expectations tend to grow expotentialy, we always want more once we get used to what we have, that is also in human nature.
Therefore Liftime Loyalty is a deviation.
Some scientific research indicates that for ultimate loyalty your customers need to self identify with the brand (as a result of a need for self-expression) AND join a community build around your brand (as a result of a need of social belonginess). BUT only when it happens voluntary.
How to do it? I have absolutely no idea.
P.S. I advice one of the most important articles on Loyalty that has been written so far: 'Whence Customer Loyalty' by R.Olivier from Journal of Marketing, 1999
Magdalena Andrzejewska, Netherlands
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It would have to be all things to all people .... physically (and mentally) impossible without being completely schitzo...
I’m not the same person I was at 15 and I won’t be the same person at the age of 80 so my priorities and loyalties are bound to change.
The best you can hope for is Loyalty for Now... til Something Else Happens...
I reckon brands can achieve loyalty for life, but its best bet are probably with young adopters (Peter Rabbits, get ‘em while they’re young).
Loyalty for life for me tends to stem from childhood experiences and things I rely on to achieve my goals of health and happiness.
Perhaps the brand could help me link to the other elements of my life that I’m loyal to – if it’s my football team perhaps the brand could let me then brand their product or service appropriately?
Perhaps the brand identifies something I had no idea I needed, tells me about why I need it and then helps me to realise that I can’t live without it
It would try not to be all things to all people – not fickle – and therefore garner a loyal following of like-minded people.
On the other hand...
I definitely think that a brand can achieve loyalty for life and there are many brands that do.
I think that if people grow up with a brand, normally one used by their parents, they trust it and will normally continue using this brand as they grow older.
In this day and age, there is more choice and the decisions that people make when in the supermarket or on the high street are being influenced by ever changing factors e.g. ethical, environmental etc. So I think that once they have found a brand that they like and trust they will stick with it. It normally takes a f**k up from that brand to push the customer somewhere else.
Aparna Aswani, United Kingdom
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Is a football team not a brand made up of a number of variables (brand attributes) that appeal to an audience? If these attributes continue to meet the need-states (rational & emotional connections) of this audience, then this brand will be for life.
Beyond football, as I am not loyal to any specific club, I firmly believe that there are brands for people for life. These brands however have to continue to deliver on the need-states over their lifetime where needs and wants change with life-stages. There are very few brands that have this spread.
However, as you've asked for my opinion I'll give you two brands that I have been loyal to and likely to be loyal to for the rest of my life (as long as they stay emotionally and rationally relevant to me). Guinness: it's an icon, a masculine statement, a challenge, a reward and tastes great. My grandmother used to give me a glass of half-milk and half-Guinness when I was a child. This obviously had an impact as I've (only since the legal drinking age of course!) drank Guinness since and have a huge emotional connection with the brand only further strengthened by 6years working for the brand but have remained stoutly loyal since leaving the company 8years ago. Guinness have an on-going CRM programme (which I was part of starting when in Guinness) which continues to engage me through offers (unused), sponsorship and activity updates (which appeal to me mostly) and seasonal messages (which are nice to get). I see these communications as a kind of 'reward' for my loyalty but would struggle to say that this CRM programme is the reason I am still loyal. The brand is deeper than that for me and it's the bigger communications mix (advertising, sponsorships etc.) combined with the CRM programme which probably 'maintains' my loyalty.
My second brand I have been loyal to: Audi. I don't think I will buy another car brand. Since I was a child I was influenced by Audi advertising and word of mouth. The brand has always remained loyal to itself and in a world of constant change, this (brand) consistency is highly appealing. A part from the brand, the product experience continues to drive my emotional connection. Assuming the brand continues to advance through technology (vorsprung durk technik!) producing the likes of the TT, Q7, A5 and the iconic R8, while remaining loyal to their brand then I'll very likely stay loyal.
In contrast to Guinness, I think Audi are missing a trick though. Do they know what a loyal customer they have in me? No. Would I love the opportunity to have an Audi driving experience day with the R8. Yes. Would this cost Audi. No - it's a test drive packaged a different way. Would this secure my loyalty? Absolutely. Not just because of the experience - a vital component to driving loyalty, but the fact that the brand has recognised and rewarded a loyal customer.
The above only supports the point: does the brand fulfil rational and emotional needstates. The Guinness brand is far more accessible and is associated with social, entertainment etc. experiences - group occasions. Whereas Audi is more aspirational in its appeal in that I aspire to own an R8 but this is a very individual experience.Marc Sheridan, Ireland
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How is loyalty for life measured, would I have had to be loyal to a brand since I was born, or is it from the moment you were introduced to a brand that counts?
Saying that, if a brand gives me no reason to move on, I will not. However sometimes this loyalty can not always be justified - I might just be too lazy to try new things!
Matt B, United Kingdom
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Someone who goes to bat for me, someone who stands with me and supports me would be someone who I would be loyal to.
SOmeone who is so fomrative in my education or shaping my lifestyle or motivations. i.e. a famous artist or musician who is so influential in the way I create art or do something that I would be a lifetime admirer or fan. At that point that hero becomes intertwined with my own values and self worth. To that person I would be loyal or at least loyal to my vision of what those persons were to me.mike, United States
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Personally I don't think a brand can normally win loyalty for life but to have a chance it needs to constantly stay visible to retain loyalty from its existing customers and to win new business from potential customers. There are some extreme exceptions in my opinion in the food and drink industry with brands that have built up such a strong brand that customers remain loyal to such as Coca Cola.
Matt Benyon, United Kingdom
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I think for a brand to be given loyalty for life, it needs to feature fairly prominently during your childhood and teen years and directly relate to your lifestyle and interests.
You don't necessarily need the brand's trajectory to mirror that of your own life as long as the values it encompasses don't begin to divert too drastically from your own.James Pash, United Kingdom
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A very interesting question...my reaction is I don't think it is possible outside of family and friends....and in those categories it also might not be possible. For example, my best friend from grade school for over 50 years, he and I are no longer speaking because of a violent disagreement over the war in Iraq....I did not support the war and he did...even though we are both Vietnam Vets...
As far as "Loyalty for Life" for products, services, brands, etc....I just don't think it is acheivable in the global environment we live in today. Everything seems to change hourly....Dean A.Buresh, United States
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Difficult to achieve due to the constantly changing competitive landscape but it should be the goal of any brand to appeal emotionally to its audience in order to keep their loyalty over time and if possible for life. Coca-Cola stands out as a brand that has succeeded at gaining brand loyalty over time.
Certainty lies in the fact that brands must remain competitive as well as evolve to meet ever changing market demands. If this is not done brand loyalty will run its course.Eric Dowell, United States
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I can give full loyalty for a brand.
But the product/brand should never disappoint me.
An example: I really enjoy SONY Products.
I've had a few products of SONY. A few, because i don't need to buy a new device every 2 or 3 years. The quality is almost the best. I only bought a new video cam because the older one was to big and not handy enough. It was not defect after 10 years of using! That's a good product. I also have a compact unit from SONY. The same: it's still working for ten years!
Not one repairing. And the sound is fantastic.
Heavy base, good trebles.
By the way: the advertising of SONY is also very modern and convincing. This is a brand i can give my loyalty for a really long time, may be for lifetime.
Counter example: Philips. Noisy devices, energy wasting stand by modus, bad service, confusing website, often repairings.
I won't give my loyalty to this brand!
I think, it depends mainly on the quality.
The advertising of the brands should not promise things, that the product can't hold.
That makes the consumer very angry and
kills his loyalty.
Greetings from Alpi
Matthias Alpen, Germany
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Nothing really. In the end it usually comes down to price. Unless I'm a millionaire and can afford the "brand name" for the sake of just having it, I'm gonna go with whatever is just as dependable, but has a lower price tag.
Jeremy Daley, United States
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The brand/product would need to perform well and consistently and live up to it's advertising claims. It would need to be a product that is relevant to my life and lifestyle choices. It would need to be available at a price point that was fair, affordable and at a good value.
Ellen M. Sprunger, United States
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In my opinion it is something that takes years to develop. From my own experience a lot of my loyalty comes through habit - I often will pick up the same brands when shopping to make the experience less time consuming. I will only be loyal to a brand if the product or service that I am buying is value for money and good quality.
If there are offers on alternative brands, this will make me switch brands - however I would go back to the brand once the promotion was over.Emma Pooley, United Kingdom
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The only brands I have 'loyalty for life' for are Manchester United and specific charities I donate to. This is because I feel a deep rooted emotional connection to them and it's a two way relationship.
Consumers are fickle and service and value 9 times out of 10 are what drive choice. So many products are now commoditised particularly in the B2C world thanks to aggregator websites such as moneysupermarket.com.
In my opionion the key to long term loyalty is through affinities with organisations/sectors were there is high levels of loyalty.Rachael Brown, United Kingdom
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Loyalty for Life can be built thru a consistent experience with the brand; its tangible and intangible aspects.
Most loyalties for life are developed during childhood but as with loyalties developed at later stages in life, consistency is key.
Yes, there's only one brand of peanut butter for me too. And, Nike never stood a chance against my life-time favorite ...Tom, Netherlands
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I think it is important to never feel like your brand is laughing at you behind your back. Extortionate and 'clever' marketing with enormous price tags will never gain my loyalty. I want to feel like a brand is doing the best for its consumer without ripping them off in the process. I feel that people are loyal to the brands that are loyal to them.
Roxanne Billett, United Kingdom
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NO
Rod Baptie, United Kingdom
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Brand loyalty for life? I would have to say no. With the economy as it stands today, cost definitely becomes the number one factor in our household. However, great customer service would keep me coming back for more.
Betsy Jones, United States
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The organization needs to have a cleary defined set of values from which it will not vary or change. It must also provide excellent service to the client/stakeholder, even if it means loss of profit or opportunity. It also needs to meet the requirements for the service or value offered by the brand. Sadly, the brand must understand that these requirements mean being all things to all people, an impossible task, so it should be willing to build and support even those customers who find their needs met elsewhere.
Being from the northwest, there is a story of Nordstroms (one of the clothing stores) who supposedly took back a set of 4 tires, even though the company never sold tires. This was done simply because the customer insisted that their spouse only shopped there. That's the sort of thing that makes a lifetime of loyalty possible.
The company should also be aware of their impact in the environment and on the economies of the areas they serve. Oftentimes, it's the lower level employees who donate their time and efforts in serving the community, while that's great, it should extend to the highest levels of the organization and be done without the typical news hype and fanfare that often accompanies the effort. Trust me, word gets out anyway and you can never go wrong doing good.Bert Nielson, United States
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Depends what the brand is, I'd be happy to buy the same household products for ever if they do the job I need them too, unless they ever bring out something that actually does the cleaning too.
Anything else is dependent on how they evolve to fit with consumer needs, deliver on their promise and give great customer service will always engender loyalty.Michelle, United Kingdom
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For me, a brand can certainly be preferred over others, but I wouldn't say I could be loyal to one brand for life.
The product itself, not the brand, would have to offer something unique (that I like)that other similar products don't offer. This would be only way I would go to one brand over the other. Otherwise, price for me is usually the deciding factor.Alex, United States
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Loyalty for life is attainable, but rarely and not easily achieved. First, the brand must be consistent in quality of product and service for the duration of life. The brand must be forward-thinking, genuinely putting the well-being of the end-user first. The offering must be perceived as valuable and easily attainable. A strong emotional relationship must be forged between the brand and individual, in which loyalty and service is never compromised. One thing that is commonly overlooked in today's growth mindset are brand "roots." It is important for brands to know their roots, the foundation that helped them reach success. Too many businesses stray from their roots because it seems right, right now. While a greater audience base may be reached, the audience will not be as emotionally connected and loyalty will diminish.
While it is always human nature to desire and test options (which I see as a good system of checks and balances for brands), a brand that is consistently on top of the virtues described above can ultimately win what we might consider "Loyalty For Life."Todd Blair, United States
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Despite best intentions, I dont think it's achieveable in modern society, given the unrivalled level of choice created by technology and competitive market forces.
Whilst I often use Boots or Tesco more to claim reward points (x4 value at Virgin Holidays!), and I love my Gap jeans, and have aspirations to fill my life with everything Apple, my decisions are increasingly impacted by the life stages I'm accelerating through (getting married, having kids etc) and economic factors like all the recent and ongoing rises in fuel, food and energy prices.
Branded items are being replaced more and more. I even bought Tesco value bananas last week. Yuk.
Any brand that hopes to have loyalty for life would have to almost tailor its offering down to an individual level, which as you go from 10 to 70 would appear to transcend too many demographic boundaries.
Amazon is probably the closest we have for really trying to engage interactively with customers with its intelligent recommendations software.Rene, United Kingdom
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The words "for life" are the kicker. Loyalty is transient.
A lapse in quality, or delivery on the brand's promise, could turn a loyal customer away.
A change in a customer's ability to continue buying due to a financial challenge could make it impossible for a customer to remain loyal.
But I do believe that it is possible. A brand that never wavers and is so desired that a customer would remain a customer even through great personal sacrifice, is what we seek.
For me, the Pixar movie, is currently the only brand I can think of that qualifies. For 15-20 years they have represented never-wavering quality. And I know, that even if ticket prices are a pinch, I'll do what is necessary to make sure my family is in front of that screen on opening weekend.Mike, United States
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Provide outstanding service
Demonstrate they understand what I want from them
Product excellence
And then I would become an advocate for themPaul Neal, United Kingdom
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Been wearing Adidas trainers for 28 years now. They're now called Retro or Old School but obviously they were cutting edge when I started in 1980. I'm not talking about modern running shoes but classic Adidas casual makes such as Rom, Kick, Samba, Handball Spezial, Trim Trabb, Forest Hills etc.
Adidas go though phases of re-releasing them though there are some barren periods when nothing decent comes out for a year or two but you can usually satisfy your craving on ebay or just by mooching around for old stock in Sports shops.
Like the old Dobie Gray song "The In Crowd" says "the originals are still the greatest".
Will I stop wearing them? Probably not, you see a lot of pensioners wearing trainers nowadays!Jimmy Lawless, United Kingdom
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There are two companies that have earned my loyalty for life, because both made promises to me from their outset that immediately eased certain pains and frustrations and have continued to fulfill that promise:
Saturn and Apple.
Saturn for promising that unexpectedly good, long lasting cars would be sold at retail, without negotiation and other pain.
Apple, for promising to be build tools that would not impede my imagination, a company that would be thinking solely about me, unlike Microsoft, which thinks solely about customer subservience.
So far, the promises have been kept. If either company abandons them, my loyalty to them will be lost.
Make a promise—a very loud promise—that our brand is different from anyone else...and fulfill it forever. I'll be loyal for life.
Bill Weinstein, United States
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You can encourage loyalty for life by consistent great service, new and exciting products geared to what the customers want not what the buyers think the should have, knowing your customer profile and your market. Also occasionally surprising your customers with something special.
Always have the product or service available when you have advertised it.
58% of people leave less than satisfied with the service they received (Tarp) so the most important is service.Anne Allum, United Kingdom
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There is no such thing as loyalty for life. Loyalty is a long term measure of popularity. And nobody is is top of the pops forever. One generations hero becomes another's villain. It's the same for people and brands. Love is a different thing.
Simon, United Kingdom
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Offer me want I need, what I feel, what I am (fir with me and my desires) at any time. If they could read my mine and offer me what I am jsut about to think or want would be great.
ana, Spain
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Every brand must strive towards loyalty for life. I think it's impossible to do so but that's not a reason for brands to not strive for it.
I think that if a brand strives to create value for me at every opportunity that I engage with it then I would be prepared to offer loyalty and would probably do so without too much consideration. Whether that lasts for life is another matter.
carl, United Kingdom
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a guarantee that when you need them they will be there and no matter how you treat them they will be understanding of your situation and needs.
they would require the flexibility to understand you as an individualchris, United Kingdom
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I believe complete loyalty is possible, but only with those customers that are too time poor to shop around, and only then when you make it SUPER simple for them to get access to your products/services over the competitions.
I don't think you can ever stop people trying something new, but if you've made the investment in the quality of product/service, the associated customer service and can either be competitive on price or differentiate yourself sufficiently to genuinely warrant being more expensive; then your customers should come back - even if they do have a brief fling with another brand!
George, United Kingdom
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Yes, a brand can achieve my loyalty for life and has. Some of the things that I am loyal to are my faith, country, family, friends, my alma mater, and my sorority (even have a "Life Loyal" pin). I'm a loyal Kroger's shopper. I love the Ralph Lauren brand of clothing and accessories. I buy BP and Shell gasoline.
What is the common thread among these brands and how have they attained my loyalty? Primarily, trust. I trust that these brands will remain consistent and loyal to me. I know what to expect. And even if they change, they change for the right reasons (for improvement and not just for the sake of change). And they live up to their image.Lauri, United States
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Yes, absolutely. A brand that is responsible with it's products, services and community could win my loyalty for life. Something I can always count on to deliver as expected - and even if it doesn't, the company takes responsibility and fixes any issue promptly. A good valued price will always help - it might be worth paying a little more to get reliability, but it would be even nicer if it was as cheaply priced as possible. Another big element is is if that brand was able to maintain a presence in a community and be part of helping people/charity in need - especially if it directly impacted my life. Showing some sacrifice for the betterment of others would make me want to stay loyal for life.
Sarah Kelley, United States
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It is easy to incorporate loyalty into a brand. The hard part is making sure that a company lives up to those expectations.
To do so, excellent customer service has to be a priority and the company has to be willing to be vulnerable, allowing the customer to feel like the have the upper hand.Meghann Janes, United States
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I believe that it is hard for a brand to build loyalty for life in the modern consumer society. At present for a brand to get loyalty they need to offer me something in return - be it product quality, customer service or a cash benefit.
Andrew McMeeking, United Kingdom
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Yes, I think loyalty for life can be achieved with some brands, especially when these brands have been established in someone's mind since their childhood. If the brands remind them of their childhood or if for example they have been drinking Coke (not Pepsi) since 5 years old, they quite posssibly could be a Coke drinker their entire life.
Amanda Stewart, United States
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There are a few products and services that you can count on to be as good, if not better every time. Unless they totally change, I will continue to use them. Quality and reasonable price are the main reasons to stay with a product or service.
laura, United States
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If a company knows it's core audience and remains faithful to what that audience wants and needs then they can gain a lot of ground in building something much more than a brand. I like to think of Nintendo and the loyalty it's consumers have. Despite the many changes the company has undergone through the years, it still has a loyal following. Very few companies have customers willing to brand their own body with a company logo tattoo. There something to say about that degree of loyalty.
Jake Smith, United States
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Yes. but in this exceedingly tough economy it is hard to do so.
Maggie Adamson, United States
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I am loyal to my banker/investment advisor, my car repair establishment and my peanut butter....why?
My banker and car repair folks never try to "pull anything over on me". They allow me to ask my stupid questions and have never steered me wrong or sold me services I truly didn't need....so their traits? honesty, forthrightness,
not out to make money on me but to service me.
My peanut butter -it's what I grew up on and what I expect peanut butter to taste like.anon, United States
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I am loyal to a few brands BMW and Playstation, as they have total resonance with what I like in life and what I see as being important attributes for products - design, functionality, quality, premium, aspiration. This association is built up over 10 years of consuming and interacting with each and would be hard to diminish in one touch point
danny turnbull, United Kingdom
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Loyalty for life is possible but extremely hard to obtain. In a world where commodity is increasing everyday a brand has to have a particular affect on an individual to make a difference. So, yes a brand can hope to achieve loyalty for life, but it needs to be realistic on often it comes around.
Jes Smith, United Kingdom
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Brilliant customer service, beyond the call of duty. But a couple of negative experiences and the good will is all gone.
H W, United Kingdom
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A brand that offers consistency in service, quality and availability would win my loyalty. The brand would also need to be monitoring their competitors to ensure that they are offering the best product or service on the market and at a competitive price.
Gilly, United Kingdom
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Loyalty for Life for a brand is possible although incredibly hard to achieve. It depends on so many factors. Amount of competitors and how divided the market is plus is the brand offering something that is unique. I would say I have been loyal for the past 17 years to Apple. Why? My line of work has decided that and who else offers an alternative to a PC? They have zero competition. Apple as we all know never rest on their laurels or grow complacent and continue to pioneer the technology. It's almost too late for me to grow accustomed to another brand/product in that market so even if Apple get slack and unless someone else challenges them they have my loyalty based on necessity and desire.
Carlo Mazzarella, Australia
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For me to be loyal to a brand for life, the brand would need to be constantly growing and changing to meet the times and my needs. To do this, it would be consistently requesting my feedback in a personal, non-spam-like fashion. It would need to make me feel that I am an important part of their brand structure and my loyalty is very appreciated.
Michael DeFazio, United States
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Personally I'm quite fickle as a consumer but if I do turncoat on a brand or product it will always be in favour of quality and/or customer service - these will always remain constant.
Greta, United Kingdom
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To win my loyalty for life, a brand would have to feel like a friend. It is always around and is always in touch with me. It evolves with me and understands my changing needs. The brand would have to feel comfortable, easy and uncomplicated—just like a good friend.
Terry Jent, United States
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For a brand to win my loyalty for life it would have to maintain a consistent high level of quality (exchange for value received) while effecting improvements on the bases on which our relationship was originally established. It would remain conspicuous to me and to those from whom I seek esteem and approval to provide me psychic reward beyond the transaction. It doesn't need to know me personally. Indeed, I don't want it invading my privacy. But it does need to know the aspirations and requirements of the customer community it serves. When it's a matter of style, it needs to be stylish. When it's a matter of function, it needs to be functional.
Rick Segal, United States
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Like a actor is only as good as his last film, a brand is only as good as its last product. Brand strength may entice an individual to purchase for the first time, but after that, the performance of the product is what matters. In my opinion, the only way to establish a life-long relationship with a consumer is to continue to innovate and "top yourself" with better products. To believe consumers will purchase on the perception of the brand alone is naïve.
Trace, United States
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The brand would need to communicate messages and behavior that demonstrates an appreciation of my needs ahead of its own needs.
Greg Holliday, United States
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Something I can associate with time and time again. Relevant and individual comms. Brands tend to promise a huge amount and often under deliver. Don't over sell, but always inspire (a tricky balance).
darren, United Kingdom
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To win my loyalty a brand would first have to hold itself to a high standard of performance and ethics. This would not only include a good quality of product or service, but also an effort to give back to the community or support some kind of philanthropic venture. I feel that my loyalty is won by expressing a commitment to making our world a better place.
Noah, United States
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I think if a brand consistently delivers on its promise. And, has the ability to meet the changing needs of a consumer as he or she grows within their own life, then Loyalty for Life is entirely possible.
Greg Fioretti, United States
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Maintain quality and acknowledge the fact I want to be loyal for life...
Bas de Vries, Netherlands
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Absolutely loyalty can be achieved. Just give me what I want, when I want it, and at a price I think is fair. Don't break, don't lie, and don't sell me something that isn't real. Remember that I pay your bills--so be nice to me, and provide me with the thing that I'm paying for.
Brandon Rhoten, United States
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Very much doubt it. Not if by loyalty you mean continuing to buy. I might retain an affection for brands that have served me well in the past but I can't think of anything I've stuck with for 40+ years ...
Paul Wells, United Kingdom
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It depends really on what you're buying - for me I am not 'for sale' but I do like to be rewarded, or even thanked occasionally for my custom.
Petrina, Austria
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Providing the customer with what they want not what is cheapest and easiest to produce.
Simon, United Kingdom
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It’s not the brand itself, it’s the quality that is offered and that is determined by the people involved. Its the beliefs behind the brand and the way they develop the brand over time will determine whether or not people remain loyal to it. And aftercare and follow through are important – I always remember these.
John, United Kingdom
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Great question – they would need to be really good at customer services and by that I mean they always need to be able to turn things around – like a complaint if they can turn that around then they will win my loyalty for life.
Michelle, United Kingdom
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Loyalty for Life is something that can be achieved, dependent on quality of product/service, good communications with customers.
Pat Patel, United Kingdom
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The only loyalty that important is for my family – without them my life is meaningless.
Alan, United Kingdom
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No brand can win your loyalty for life – there are always new things and better products coming up and I don’t think that anything ever stands still.
Aidy, United Kingdom
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It’s my sport for me – like my trainers – vary the colours so I can be different to my mates. And the quality of the product needs to be good.
Ben, United Kingdom
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Give me an extra reason to buy and buy again.
John, United Kingdom
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Remain consistent – give me what I have paid for – don’t short change me.
Wendy, United Kingdom
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The Nationwide give old customers the same deals as new customers – it’s that transparency in their marketing that I like.
Also as a company grows the personal service generally gets worse – like helplines - I want it answered quickly and not by a computer. Its also maintaining the standard – like chocolate bars – when they launch they are one size, then a few years later they make them smaller.
Maintaining continuity is key for me I want the same standard time and time again and for them not to cut corners just because they have found ways to make things cheaperSteve, United Kingdom
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The whole the concept of loyalty has died – companies don’t respect or value loyalty anymore. I want loyalty maybe more than younger people who really don’t care less.
If you’ve been with a bank since you were 18 you expect some respect but they don’t treat me as a loyal customer. If I am treated personally not as a number that’s a good start to get my loyalty.Annette, United Kingdom
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Loyalty is about give and take, I will give my loyalty but I want something in return – that could be as simple as love (from my family) or points (from Tesco) – different extremes but the idea is the same.
Richard, United Kingdom
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Its because I like them so much – its because they are my favourite. Its like my favourite TV programmes – they make me feel good.
Eve, United Kingdom
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No – I buy what I need and when I need it – if something new is on the market I will get it. I’m not into brands.
Amanda, United Kingdom
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I'm always looking for the next big thing, so I guess I'm quite fickle when it comes to brands. For me, a brand must innovate and stay ahead of the competition to stop me looking elsewhere.
Eve, Australia
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Loyalty comes from trust - if I can trust a company then I may be loyal to it - if they ever break my trust, that's my loyalty gone forever.
Nigel, United Kingdom
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I'm a gadget head and there's always a new gadget coming out.
The only way you're going to get me to stick with your gadgets is make sure I know why yours are better before I go out and get the next bit of kit from the competition.
Unless you're Apple - then I'll just be there when the store doors open every time you release a new toy. And if you are Apple, then you don't need to ask this question, because we already are loyal for life.David, United Kingdom
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If it comes down to choosing one label to stick with over another we're going to go with the one that makes us feel like we're special.
Alice and Michael, United Kingdom
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Don't give me a load of marketing guff. Just give me goods that do what I want them to and an easy way to get it sorted when they don't.
James, United Kingdom
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I don't do loyalty. There's always something else out there better or cheaper.
Dan, United Kingdom
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Need to feel in tune with it; like we've got stuff in common.
Claire, United States
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Loyalty needs to cut both ways. If I was going to stick with a brand for life, I'd expect the business to recognise that in some way. Maybe discounts, maybe extras, maybe just a bit of love and affection.
Jenny, United Kingdom
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The only brands I'm really loyal to are food brands, and mostly they're the names I grew up with. I suppose my mom gave me a sense of trust in them.
Dee, United States
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I can't imagine being loyal to any brand for life, but the things that would encourage me to be loyal for a while are mostly around quality and longevity. I don't want to have to replace things every five minutes either because they break or because there's a 'new and improved' version.
Martin, United Kingdom
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Being the cheapest.
Andrew, United Kingdom
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The thing that would make me be loyal to a brand is a certainty of quality. I want to know I'll always get exactly what I'm paying for/what I need.
Steve, United States
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I like it if when I buy a brand regularly they have a system to recognise that and maybe give me something back, like with my Starbucks loyalty card.
Ellie, United States
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Give me a consistent quality product, true to it's origins but driving innovation within it's industry and I'll stay loyal.
Please don't hate me for loving Nike!
:-)Barry, United Kingdom
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If companies have values close to mine, offer good service, recognise me as an individual, are friendly, helpful - and sell something I really need/want - then they'll have some level of loyalty. Basically, I'll go back if I like the experience of dealing with them and I don't think they're taking the piss on price. But I think 'loyalty' comes in phases: I'll find something I like and run with that, but there's a point where it just becomes habit and easy. If something shakes that inertia (out of stock/closed when I go/a bad experience) so that I'm compelled to go somewhere else, it's no big deal and I don't feel I'm 'cheating' on my regular supplier.
Jim, United Kingdom
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Tune into my aspirations and values; change with me through my life; be easy to find; give me something back; don’t ever assume I will come back to you and when I have a problem, surprise me with how easy you are to deal with. Simple really.
Richard, United Kingdom
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Taking it as a single statement out of context. Loyalty for life means to me that they are offering me something which fulfils all my key needs so I would not need to look elsewhere. As a statement on its own, I would take this to refer to ‘my life’ as opposed to the life of a contract I may have with someone.
I am not a points / prizes person – offering a level of customer service and product performance which match / beat my expectations would gain my loyalty. If I have one or two (often just one, if particularly bad!) bad experience with i.e. a delivery, contact centre, broken promise, product malfunction I will be quickly switch off from a brand.
Example – I had to make a claim with direct line when my bikes got stolen within the last 6 months – I have been with them for years on my car insurance, trusted the brand, happy to pay the premium for the peace of mind so also took out my house contents insurance with them recently benefiting from a loyalty discount (and a little inertia!).
I would have stayed with them ongoing as a result of their brand reputation and subsequent discounts which build up over time. Bu the processing of my claim when my bikes were stolen were so shocking (I had to chase twice a week for 3 months at every stage of the claim process) I will now change both my car and house insurance at my first chance, despite the tenure discounts which I was starting to benefit from.
This can related to retail, online purchases, mobile phone etc – if a company delivers on their promise then unless my needs change I don’t need to look elsewhere.Fiona, United Kingdom
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Deliver on their promise. In order to be loyal there has to be trust and once this has been broken the chain is broken. Its a matter of believing in their ethos and the company ensuring that their ethos rings true.
Clare, United Kingdom
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‘Loyalty for life’ to me, is an unshakable dedication to one product, service or brand, often in the face of compelling reasons for switching to competing offerings. In order for companies to earn this (often emotional) devotion, they need to provide value over and above what I expect; they need to treat me as a personal friend so that I feel known and welcome (people often go to the same restaurant time and time again because they are greeted as friends); they need to communicate with me personally; and they need to make me feel like I am getting better treatment than everyone else.
Pete, United Kingdom
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For me 'Loyalty for life' means a brand, product or service that I would have every intention of being loyal to above alternatives for the rest of my life... unless they let me down.
Examples of brands I'll be loyal to for life are:
1) Heinz, I'd never buy a different brand of ketchup or baked beans, if they tripled their prices I'd probably still stick to them!
2) Eve Lom facial cleanser - I've been using this for ten years, it works, I recommend it to all my friends and I want to keep using it as long as they keep making it.
3) Ariel washing powder - my mum uses it and I'd never consider anything other brand.
Examples of brands I'd like to be loyal to but ultimately probably won't be are:
1) Virgin Atlantic - I love this brand, I love flying with them but I had a bad experience the last time I flew with them, plus my membership has been downgraded and there's a good chance that if I have another couple of bad experiences/ if they don't update the flying experience soon/ if I don't get to gold soon/ if a new airline comes along that is better I could be swayed.
2) Apple - I loved my i-pod and I couldn't imagine ever wanting to play music on anything else, I even considered changing my pc to a mac, but a few years on I've been through a couple of i-pods because they stop working, I've lost my music library a few times and I no longer feel the same about apple, I'd like to be loyal to them for life because they're cool, but I just don't trust them enough.
My loyalty to brands is influenced by marketing and design but is earned by products or services that deliver.Lucy, Dubai
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There's no one thing that can get you loyalty.
For me, creating loyalty is a matter of identifying why your customers choose you in the first place (or giving them reason to) then delivering those basic category benefits (so not necessarily even having some niche unique proposition) better than competition, thereby not giving someone reason to change their habit. eg. I banked with first direct because their customer service promise and online banking (both of which are generic category benefits that all banks do) seemed better than anyone else's.
They were, however when they introduced the £10 charge per month, and because of the ridiculous amounts of DM they sent me, I switched.
There are also a lot of other factors which dictate how I buy, depending on type of purchase. Grocery shopping is clearly driven by convenience (I shop at Tesco and have done for years, but only because it's the nearest, non-pikey supermarket - if Sainsbury’s was closer I would go there). I like Ted Baker work shirts, but that's because they fit me, if they change the cut I would find another brand that did the same.
So it's about knowing why your customers buy from you and delivering that thing consistently over time.Gareth, United Kingdom
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Loyalty for life is a rarity. Swans do it but not many other species.
Loyalty for life to me is something passed on through generations – I’m loyal to people, products and brands that my parents are loyal to and one day my kids will hopefully be. Loyalty comes from a feeling that ‘something’ is part of my life, and grew up with me.
Even though I’m loyal to a company, it doesn’t mean I wouldn’t try out others..just for a bit of variety, but I do always go back!
Some examples would be Ariel washing powder (mum’s whites are the whitest!), Kiwi boot polish (dad swears by it and taught me to spit and polish my shoes with it when I was 5) and Levis jeans (me and my sister bought our first pair together in 1988).
Companies need to stick to their promises and hold their own position – not try to re-invent themselves and copy the competition.Fiona, Dubai