Brand Zealots Article Analysis
The article ‘Brand Zealots’ examines emotional loyal consumers and gives an overview of what emotional loyalty is, why it is important, and how marketers can build brand value off of emotional loyalty. One of the most interesting points in the article was the different responses to product changes in emotionally loyal consumers vs the high satisfied consumers. The emotionally loyal consumers see the brand as a relationship and if the brand decided to make changes, they are emotionally invested. They are the most likely to walk away from a brand based on changes in products. Highly satisfied consumers, on the other hand, are least likely to leave a brand but are the most vocal about changes and dissatisfaction.
Another interesting key to the article was how emotionally loyal consumers feel as though they have a relationship with a brand. Brands create relationships with consumers based on the consumer's functional and expressive needs. The relationship is formed and strengthened by how the brand fulfills those needs. When consumers create an emotionally loyal relationship, they feel similar feelings towards the brand as if they were in an actual relationship (anger, bitterness, commitment). In order for a brand to produce an effective product that is accepted among its consumers, it is key for the brand to see what the response is of the emotionally loyal consumer base.
As a result, a marketing team must evaluate their consumers in order to gage who it emotionally loyal vs the satisfaction. A marketing team must first evaluate the consumer base in order to determine which of the consumers are emotionally loyal. Observation is how to make the distinction between emotionally loyal and general consumers. Emotionally loyal consumers will exhibit different behaviors. Then use focus groups with only the emotionally loyal consumer base in order to see how this specific group will respond to changes.
When a brand has emotional loyalty, they are able to build on their value by creating advocates, nostalgia, or extensions. This is important for a marketing team because marketers should strive to continue to grow their brand. Creating advocates has the same effect as buzz marketing. Having individuals back up the brand and spread the brand to new communities can create a halo effect for the brand. In the example of the Volkswagen Beetle, nostalgia and advocacy have carried their brand into relevancy today. When brands create extensions, for example, Sharpie creating pens instead of their permeate markers, emotionally loyal consumers already know the quality of the brand and are more likely to buy from that brand. This can also be true for consumers who buy from brands that carry expressive needs, the value of the product they are buying comes from the brand itself, rather than the product. Creating an extension of the brand can give consumers more opportunities to buy and support their brand.
In a similar article titled “Why an Emotional Connection Matters in Loyalty and How to Achieve It,” by Cat Rossi. Rossi examines the different ways a brand can build emotional loyalty with its consumers. By offering surprise gifts, personalized customer care, and unique experiences, brands are able to connect with their customers and create or build emotional connections. Brands that offer surprise gifts, like discounts or promotions, give their consumers a reason to come back to the brand or to continue buying from the brand. Not only do gifts bring customers back, but they also give consumers a sense of happiness when they are given something for free or discounted. However, for some brands that have a specific price-motivated product, or offer a luxury item at a high price, giving discounts might not be a part of their brand culture. They can create emotional loyalty by offering personalized customer care. If a brand can create a positive purchasing experience, with a knowledgeable and respectful staff, it can benefit the emotional relationship with the consumer. However, this method is not limited to luxury brands that offer expressive needs, any brand that consistently offers a positive purchasing experience can build emotional loyalty.
In addition to small gifts and personalized customer care, Rossi says that offering unique experiences through a loyalty program can create emotional loyalty. For example, airlines offer loyalty programs, if a customer buys enough flights through that airline, they can earn free upgrades or even free flights. This encourages customers to pick an airline that they fly exclusively in order to build loyalty with the company to earn unique experiences. Although other companies can offer things like VIP events or limited edition items. Creating an incentive for the consumer to buy exclusively through that brand, and the brand fulfilling their commitment to providing a unique experience builds loyalty.
