What is a brand for life?Tuesday, 15 November 2011 07:17 Written by Mellissah Smith
I am an avid skier. I love spending the day skiing and nights by a log fire talking about life, business and how I am going to change the world. One of my good friends who has kindly agreed to host me in Vail this week for 10 days skiing and a bit of business, suggested that I may like to take a look at his good friend's beautiful ski label before we head up the mountain. On the first mention, I thought 'why not', but then I took a look at their website and the jackets and pants were really nice... BUT... they are not the brand that I have been wearing since the first day I ever went skiing. No matter how nice they are, I just could not imagine wearing a jacket from another brand. I would feel disloyal.
I didn't mean to be that loyal to Spyder and Bogner (My BRANDS ), but somehow, since that first sales person sold a Spyder ski outfit to me, I have been incredibly loyal ever since. I now own every single item that you can possibly own that has the Spyder brand on it. Bogner was a later acquisition (when I had saved enough money!!!!) and is completely non- competing with my love of the Spyder brand. It's European and is more for when I want to look sophisticated and stylish rather than athletic or sporty. Bogner is also considerably more expensive and is something I only bring out for extra special occasions although I do feel totally luxurious when I am wearing it and I always feel that I should be in Val de Sere or St Moritz when I am decked head to toe in Bogner. It quite simply makes me feel beautiful.
Whereas Spyder is for everyday wear. When I put on my Spyder gear, I feel like I am wearing the best, most practical, safest, warmest attire on the slopes and that I won't have to worry about the small things like snow soaking my jacket or feeling cold as the temperature changes. I also feel like the brand is not a 'show off' brand, and more for the sporty person who loves adventure and is not fussed about the small things in life. Even if you are not a good skier, when you have Spyder on, you feel like you are going to be.
Brands are funny things. Some people will only ever drive a Toyota car. Others will only ever wear Nike when they are playing sports. For me, I will only ever wear Spyder or Bogner when I ski, and only ever play golf with Callaway. There may be better out there, but the shift to try it is too great for a brand loyalist like myself.
I AM A BRAND LOYALIST FOR LIFE...SPYDER ... YOU HAVE RUINED ME!
Mellissah Smith is a leading International marketing experts having pioneered two specialist marketing firms into operations in three separate States of Australia.
With 20 years experience, Mellissah has worked with over 300 companies both emerging and large multinationals on developing strategic marketing campaigns and implementations.
Latest from Mellissah Smith
Sunday, 25 December 2011 23:38
posted by Toyota Previa Engine
very nice post, i certainly love www.marketingeye.com.au, keep on it !!!!!
Tuesday, 13 December 2011 10:00
posted by Martin.W
But for any brand i think Apple has achieved the ultimate standing that others achieve. Cult branding in that consumers display devotion similar to that of many religious groups.
Where else have we seen consumers camp out for 2-3 days for a product that has only seen a minor improvement?
Where else will we see consumers fawning over a product that may be secondary to others in the market?
Such devotion in terms of a tangible product is hard to see. From my understanding, fan fare in sports is the closest thing to Apple, where we're able to identify the emotive connection between the fan and property.
Wednesday, 16 November 2011 15:51
posted by Salli
I remember learning at university how brands are an extension of the person. We assign specific attributes to brands and they are seen as saying something about us to others.
Perhaps because of my education in marketing and consumer psychology, I have become conscious of this tendency and have tried to look beyond the brands and elaborate marketing tactics and see the product as it is; a mere commodity.
Of course I do not always succeed at this and have noticed a new reverse trend in disliking brands and to some degree the people who use these brands.
A good example of this is Apple. Although I do think the company has marketed their products skilfully, I have become to dislike the brand because of the product's popularity and the odd superiority the users feel over people who choose not to use Apple products.
All in all, for me at least, Apple is a non-brand for life.
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