The more brand conscious I am, the more I switch. After finishing a marketing degree and reading many books about the importance of brand building and repeat purchases, I find myself becoming less and less loyal. Even with something as special as cars, I am hopelessly devoted to the automaker that is currently putting out the best product. My devotion will no doubt wander anon. The same thing holds true with clothes, food… everything. Do I like Coke or Pepsi better? Well which one is on sale? I have probably read more articles about the Pepsi Challenge and New Coke than the people in the soda industry, and yet I have formed no soda allegiance.
As a child I was fiercely brand loyal. Nikes on my feet, Cap’n Crunch in my bowl, with Land O’ Lakes butter and Boar’s Head ham on my bagel. I’d pile the same items into the shopping cart week in and week out. I’d always get Hot Wheels and Legos, not any of the other competing toys. It was Hot Wheels that introduced me to what later became my dream brand: Ferrari. The marketers had figured out my child brain perfectly. I idealized Toyota for its quality and reliability. My Dad’s econobox Tercel had 180,000 miles on it and was still going strong when he put it out to pasture. I saw no reason to ever purchase a different brand[...]Share