PPB March 2017

BRANDABLE

Two ForThe Road

Research reveals two types of brand loyalty and the factors that drive them.

If you’ve got a stable of loyal, longtime customers, chances

are they fall into one of two categories: satisfied and committed.

The Relentless Relevance Study from brand and marketing firm

Prophet looked at 400 brands and measured more than 20 points

of brand relevance.

What the study shows is that the satisfied customers buy

regularly (often as a habit) because they appreciate consistency in

performance over a period of time. The brand they follow is familiar

and dependable. For many brands, the satisfied customer makes

up the core loyalty group. These companies include staple brands

such as Band-Aid and Betty Crocker.

The committed customers are more intense brand

ambassadors, displaying an emotional attachment to their

preferred brands and acting as advocates, telling others about their

experiences. Brands with products that require a higher level of

involvement should nurture their committed client relationships to

build a core group of fans from this particular group.

Which core group should your brand pursue? It depends on

your products and services, of course. Are you changing over

time, branching out into what’s new and innovative, always striving

to achieve cutting-edge status? If so, consider building a core of

committed clients. Engage them with consistent social media and

opportunities for individual interaction.

If the primary characteristic of your company is long-term reliability

and consistent quality, reach out to your satisfied customers—woo

them with a sense of nostalgia and appeal to their loyalty with

opportunities for rewards and first-to-market sampling.

Whether you strive to build one group or another—or both—the

study encourages a strong commitment to ongoing, consistent

quality of your deliverables.

MARCH 2017

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