Monday, March 27, 2017

Brand Fanship in the Age of Consumer Skepticism

Brand loyalty is the name of the game for every marketer. And high on the credibility list is peer recommendations. Sure, brand communications carry some influence, especially by boosting brand awareness. But consumers are skeptical of advertising (no surprise).

So who do consumers trust? One study says consumers are seven times more likely to trust what other consumers post in photos about brands on social media sites, compared with what brands put in traditional communications. Seven times. Seeing really is believing, if a peer posts it. No wonder brands are trying to leverage social media content posted by consumers.

Auto manufacturers are intensely interested in loyalty and brand fanship. In Canada, some brands offer loyalty incentives to keep your family's business, car after car.

There are more subtle ways that brands can provide tools for consumers to use in showing brand fanship. Subaru, for example, offers the option of ordering a free Subaru Badge of Ownership to adhere to the back of the car, along with lifestyle icon extras to adhere alongside.

Above, my order to go on the latest Subaru I purchased, showcasing my brand loyalty and icons reflecting family interests. Plus a 100k mile badge for Subaru #5 in the family.

If you pass a parked Subaru and notice a number like this on the back, you know the owner is loyal and happy with the brand. If each badge sparks the interest of a few people, multiply by the number of owners and people influenced year after year. That's a good investment for Subaru, IMHO, enabling brand fans to show the world how they feel, in the age of consumer skepticism. Seeing is believing.

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