Thanks to @imageidentity and @getresults for crafting the questions that were discussed this week on #brandchat!  What a great discussion focused on brand loyalty and habitual buyers.

You could tell it was a lively discussion and also engaged some new brandchatters (or branditos) to the mix.

By the way, our goal is to reach 100 fans on Facebook so that we can secure the #brandchat name.  Will you help by becoming a fan or sharing the page with your friends or fellow brandchatters?  It’s at

Here’s the recap:

Q1: Habitual Purchasing (aka “habituals” buyers) vs. Brand Loyalty (aka “loyalists”) What is your definition of a brand loyal customer? If a customer repeat buys strictly out of habit, are they …in fact brand loyal?

GetResults: Loyalists exhibit both logical & emotional, even stubborn, preferences for “their” brands. Resist even notion of change. #brandchat

GetResults: Habutuals will readily switch if “brand” not available, for coupon rebates, when something better comes along. No ownership. #brandchat

NicoleReid: Q1: Brand loyalists will not only buy, but promote your product to their friends and family. They become brand ambassadors #brandchat

DuetsBlog: #brandchat : Q1 – Anyone that *likes* the product, habitual or loyalist.

spkrinteractive: Q1: one who will evangelize your product #brandchat

IMAGEidentity: Q1; Def. of a brand loyal cust. : Accepts no substitutes, Go out of way to get brand, Advocate regularly, Would $ more for brand. #brandchat

DuetsBlog: #brandchat – Q1 P2 cont. I’d consider cigarette purchasers loyal, even if it’s out of habit

Michael_B_Moore: Q1: there are varying degrees of loyalty/emotional connection. Perhaps the two are just along that 1 consumption continuum? #brandchat

IMAGEidentity: Q1: Repeat buys strictly out of habit creates very weak brand loyalty #brandchat

GetResults: @Michael_B_Moore hard position – soft position – hard position? But most hard positions are immovable. #brandchat

NicoleReid: Q1: Habituals are willing to try new things, they haven’t had a reason to. Loyalists will swear by and stand by your product. #brandchat

ready2spark: @spkrinteractive Do people really evangelize a product or do they evangelize an experience? Might sound like semantics, but… #brandchat

IMAGEidentity: Q1: Habitual buyers have very narrow loyalty. Buy based on price, convenience, and routine. Not truly committed to the brand. #brandchat

IMAGEidentity: Q1: Loyalists believe in the brand. They want to see the brand succeed and therefore contribute to its success. #brandchat

IMAGEidentity: I think both @spkrinteractive Do people really evangelize a product or do they evangelize an experience? #brandchat

Michael_B_Moore: Q1 – I’m not sure the distinctions between the 2 are meaningful. Consumers can be loyal but also switch. #brandchat

jdojc: @craigritchie, “purchasing habituals”, repeat purchases has a direct connection to the bottom line professed loyalty doesn’t #brandchat

Michael_B_Moore: If marketers had to live by “loyalists” in the way that some are describing them – then there’d be very little business. #brandchat

ready2spark: @IMAGEidentity Interesting. Reason Y I make distinction is a shift in mindset of consumers fr/ benefits 2 experiences. #brandchat

spkrinteractive: @IMAGEidentity I think both as well. I often evangelize Costco chicken. Don’t usually describe the experience 🙂 #brandchat

andrewmueller: is loyal but on theAs @michael_B_moore said loyalty is a continuum the habitual buyer low side of the scale -same bottom line tho #brandchat

IMAGEidentity: But Loyalists are what get you the other customers. They advocate @Michael_B_Moore: If marketers had to live by “loyalists”….. #brandchat

Michael_B_Moore: Q1 “Loyalists” may be the most aggressive subset of regular users – at the core of the consumer bulls-eye. They’re also smallest. #brandchat

IMAGEidentity: You need both but Loyalists are your brand’s true customers. #brandchat

merylevans: Q1 I’m very loyal to a brand of soda. Only way I’d switch is if something new comes out w/ same taste, fewer cals &better priced. #brandchat

GetResults: @jdojc purchases count in short term, but when no loyalty, when options arise, they’re gone. #brandchat

andrewmueller: @IMAGEidentity You are confusing loyalist with evangelist – they are not the same #brandchat

IMAGEidentity: Maybe in the short-term but not Long. RT @craigritchie repeat purchases direct connection 2 bottom line professed loyalty doesnt #brandchat

GetResults: @brandchat there is always a mix between loyalists, habituals, explorers in mix, trick is to stabilize as much as possible. #brandchat

IMAGEidentity: But if you are not willing to be an advocate then how truly loyal are you? Why not stick you neck out? @andrewmueller #brandchat

NicoleReid: @andrewmueller – loyalists may not directly advocate, however their actions (loyal purchases) speak just as loudly #brandchat

Michael_B_Moore: Yes – why loyal is another question. RT @brandchat: if repeat buys strictly out of habit, r they in fact brand loyal? #brandchat

IMAGEidentity: @andrewmuellerTrue customers = the ones you should be focusing your efforts on. (AKA Godin’s Sneezers) #brandchat

andrewmueller: @spkrinteractive not really at time some people may advocate but not buy the product. True of luxury brands where $ are issue #brandchat

GetResults: @Michael_B_Moore my colleague @jeannemale, suggests “imprinting” of brands may be a factor. Those w visceral warm fuzzy = loyal #brandchat

craigritchie: Loyalists feel invested in the brand. #brandchat

DrFernKazlow: @andrewmueller Agree – For various reasons, U can advocate w/out being loyal, and b loyal w/out advocating #brandchat

Q2: What factors keep customers loyal to the brand?

DuetsBlog: #brandchat Q2 A good experience (i.e., good product, service)

IMAGEidentity: Q2: A remarkable and unique experience that builds a true relationship will keep customers loyal to a brand #brandchat

Michael_B_Moore: Q2 at most basic level – brand is meeting consumer needs – physical, emnotional etc. #brandchat

merylevans: Q2 Quality, price, usefulness, company reputation (customer service and greening, for example). #brandchat

spkrinteractive: Q2: I think loyalty factors get back to @ready2spark comment about experience #brandchat

ready2spark: @brandchat Uniqueness, relevance, experiences, how it makes them feel. #brandchat

wvpmc: Q2 continued brand loyalty when brand continues to meet – or exceed – expectations #brandchat

BrandMyCareer: Q2: Customers sometimes doesn’t like to change #BrandChat

ready2spark: @BrandMyCareer Amen. That’s when you know u have a loyalist – when they don’t want ‘their brand’ changed. #brandchat

DrFernKazlow: @DuetsBlog Keeping customers loyal they need 2 feel cared abt, understd, responded to, & prod must meet their needs in unique way #brandchat

ready2spark: @DrFernKazlow Yes – the brand is so much more than the product…and its functional benefits. #brandchat

NicoleReid: Q2 – Consistency in quality of product and service keep customers loyal #brandchat

DrFernKazlow: @brandchat Bootom line it’s about the way your prod or service makes them feel that is key to brand loyalty. #brandchat

alain7: @brandchat loyalty to a brand is driven by functional and psychosocial connections to the consumer’s expectations #brandchat

andrewmueller: Loyalty is created by first creating distinction and then by providing exeptional experiences at every touch point #brandchat

craigritchie: #brandchat Q2 It’s a cycle. As soon as consumer recommends once, they’ve now staked their own reputation on the brand.

kabbenbock: @brandchat Q2 – Shared values, trust and evolving as I evolve keep customers loyal #brandchat

craigritchie: More than consistency. Loyalty comes from Exceptional Experiences. Not just mundane. Consistency -> habitual purchase at best. #brandchat

Q3: Why do customers abandon certain brands?

Michael_B_Moore: Q3: Consumers flock to better solutions – re: physical, emotional, financial, convenience needs etc. #brandchat

spkrinteractive: Q3: customer changes, competition changes, or the underlying product changes #brandchat

kimbrater: Customers abandon brands when they continually don’t deliver on their brand promise. #brandchat

GetResults: Vote w feet when they feel betrayed, feel empowered (moving up), chng of life/lifestyle, feel co/brand insensitive 2 their wants. #brandchat

JeanneMale: #brandchat Perhaps a matter of “imprinting” that creates and is more important than placebo effect Associating initial feelings w/brand.

wvpmc: Q3 some like to experiment w/ new things, others hate to review decisions, but brand delivery failure, influencer rec >>change #brandchat

DuetsBlog: RT @brandchat: Q3: Why do customers abandon certain brands? #brandchat | A better product, cheaper product, experience…

IMAGEidentity: Q3: Poor brand experience, price shopping, new choices and change in customer routine cause customers 2 abandon brands. #brandchat

merylevans: Q3 Lowered quality, changed, needs have changed, company ethics, another comes along and blows away original product. #brandchat

BrandMyCareer: @brandchat Q3: bad customer service + not adapt to market change + no promotions #brandchat

Michael_B_Moore: Q1/Q3: Again, very few truly loyal consumers. Most will switch both short & long term to better over-all solution. #brandchat

Michael_B_Moore: Q1/Q3: The category plays a huge role in switching behavior as well. Some will switch via price w/ some – others more dificult. #brandchat

alain7: @brandchat people abandon brands often because the brands abandon them – they disconnect from the original conceptual model #brandchat

IMAGEidentity: Q3: Habituals leave at the first sign of a problem or better offer Loyalists question a brands missteps and suggest improvements #brandchat

kabbenbock: Q3 -Assuming table stakes of a still relevant product, brands that fail to evolve with me, to keep in step, lose me. #brandchat

IMAGEidentity: Q3: Habituals often leave for a better $ Loyalists may need to leave for a better $ but they understand & lament their defection. #brandchat

BrandMyCareer: Q3: Some brands use follower’s loyalty to increase price and immediately they lost credibility #brandchat

Michael_B_Moore: Q1/3: When I worked on Coke we realized that most consumers would switch betwen C & P based upon who had the best deal that week

GetResults: @Michael_B_Moore when New Coke intro’d, I brought back a case of The Real Thing from UK visit. PC not a substitution! #brandchat

JeanneMale: #brandchat Q3. Knowing customer demographics/buying behaviors is vital. Product availability and service more important to “me” – not all.

SJAbbott: @brandchat People abandon (dismiss) brands when the core promise breaks down or a more relevant promise is made elsewhere. #brandchat

spkrinteractive: @wvpmc ppl change and brands change. Either could be the cause for exit as a customer or advocate #brandchat

craigritchie: Yes. “Relevance” is key. RT @SJAbbott: People abandon brands when more relevant promise is made elsewhere. #brandchat

Q4: How much of “brand performance” is really “brand perception”?

GetResults: Q4 Brand performance follows lead of brand perception – it’s a lot about, “I like U because; I love U in spite of…” #brandchat

kabbenbock: Q4: Brand perf must be grounded in financials. Brand perception=proxy for an ASP premium-but not an end in itself #brandchat

jdojc: Q4, a lot of brand performance is based on perception b/c most people don’t have the time or the info to truly gauge performance #brandchat

Michael_B_Moore: Q4: perception really is reality! 🙂 #brandchat

craigritchie: @andrewmueller Suppose depends how one defines “Exceptional Experience.” I see it on an individual level, not just good creative #brandchat

IMAGEidentity: Shouldn’t a brand strive to provide experiences that keep them loyal? @Michael_B_Moore Most will switch to better solution. #brandchat

wvpmc: @IMAGEidentity begins with managing expectations – creating perception of experience in the first place #brandchat

spkrinteractive: @ready2spark Brand is more than taste. It is community, history, etc… #brandchat

GetResults: @craigritchie in some industries an “exceptional experience” is when product is OK and Co doesn’t treat you like garbage #brandchat

kimbrater: @IMAGEidentity Brands should strive for great customer experiences that delivery on brand promise. #brandchat #brandchat

JeanneMale: #brandchat Q4: How does product perform 4 customers? Know the pleasure they seek/pain to avoid and craft image/messages accordingly.

IMAGEidentity: Q4:Many are under the perception that because their brand is selling well they have a strong brand. This is often not true. #brandchat

kimbrater: @IMAGEidentity Yes, sales does not equal brand leadership. #brandchat

SJAbbott: #brandchat – Greater brand performance is achieved when there is consistency in brand perception.

wvpmc: @GetResults you’d think that opens the door for competition that delivers – but look what happened to JetBlue #brandchat

IMAGEidentity: Q4: Brand strength should be measured by level of Advocacy #brandchat

IMAGEidentity: Q4: Advocacy is the willingness of anyone who touches the brand inside and out 2 recommend, defend and contribute 2 brand success #brandchat

jdojc: @IMAGEidentity, @Michael_B_Moore, very true. Brands transcend strong product sales and the strong ones often jump product lines. #brandchat

Michael_B_Moore: But not everyone will be an advocate or have platform to evangelize. RT @IMAGEidentity: Q4: Brand measured by Advocacy #brandchat

JeanneMale: Brand giants r unseated when they lose touch/get bloated RT @alain7 RT @SJAbbott (more relevant promise made elsewhere). Q4: #brandchat

jdojc: How to measure brand strength is a tough one, interbrand has their annual index but there must be other ways #brandchat

JeanneMale: Too many companies hope advocacy happens instead of creating it! RT @IMAGEidentity: Q4: Brand measured by Advocacy #brandchat

Pitch, Plugs, C2A etc….

GetResults: PITCH – Helping you find creative solutions and growing your business. CALL 2 ACT – Contact 4 free initial consult #brandchat

craigritchie: PITCH – Careful how you use the term “Exceptional Experience.” That’s our TM and how we build brands. 😉 #brandchat

craigritchie: PITCH – And check out my blog at #brandchat

getgreatcopy: RT @ready2sparkRelevant: Love this post from Seth today: (expand) #brandchat

merylevans: PITCH: Connect with me @merylkevans or Always need resources for stories or can do content for business. #brandchat

IMAGEidentity: PITCH: Pick up my book at AMAZON | MYOB: mind your own brand #brandchat

Michael_B_Moore: PITCH – been helping a lot of companies create stronger relationships with both internal & external constituents/consumers! #brandchat

JeanneMale: @GetResults testimonial. As former pharma product mgr launch 3 drugs/lots of exp – still lots to learn from John Reddish: #brandchat

jdojc: PITCH: my blog Socially Mediated Life (expand) #brandchat

IMAGEidentity: Thanks to everyone for today’s brandchat. Thanks to @GetResults for working with me on the questions. #brandchat

BrandAide: RT @kimbrater: @jdojc “Interbrand index/brand valuation” << here’s the mid yr report for ’09 (expand) #brandchat


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