Why brand attachment is more important than brand loyalty

1
Beyond Customer Loyalty Building Emotional
Attachment to Your Brand
2
(No Transcript)
3

• In a culture driven by consumerism, it makes
  sense that many of us have attachments to
  products and brands that goes beyond simple
  preference. Maybe its a cleaning product brand
  that you trust because your mom swore by its
  efficacy, and even though newer products with
  lots of hype have tried to sway your devotion,
  you figure if it was good enough for the woman
  who kept your childhood home spotless, its good
  enough for you.

4

• Maybe its a product that gives you a deep sense
  of comfort because youve used it since
  childhood. Kleenex brand tissues recently
  reported that one of their consistently
  best-selling products are the tissues that have
  the Vicks Vapo-Rub scent added to them, a success
  that their research suggests is simply because
  Generation X has strong sense memories of being
  cared for and feeling protected when they inhale
  that telltale menthol scent.

5

• What do these two examples have in common?
  Theyre both significant examples of brand
  attachment in action. Todays marketing
  strategist has devoted a decent part of their
  strategy and marketing budget to creating
  customer loyalty, and theres no denying that
  investing in customer fidelity via a meaningful
  customer experience is a smart play. After all,
  consumers still rate a personalized customer
  journey as the most important component for
  creating brand devotion.

6

• Recently however, some marketing experts are
  wondering if there are some other factors to
  consider when building a Customer Lifetime Value
  (CLV) strategy. A study published in Applied
  Psychology Today conducted by a team of
  sociological and consumerism experts revealed a
  potential gap in the roadmap, one where emotional
  attachment to a brand can play an even greater
  role in the formation of consumer loyalty.

7

• What does that mean? In short if a customer
  associates a positive emotional connection to
  your brand, their loyalty to it runs deeper,
  making it that much harder for a competing brand
  to win over. If you can effectively build a
  positive emotional bridge between you and your
  customers, you can engender a symbiotic
  relationship that boosts CLV and grows your
  overall audience share. Understanding what brand
  attachment is and how to create it can be a major
  boon to your overall marketing strategy.

8
What is Brand Attachment?

• Youve probably heard of the terms brand
  engagement, brand development, and brand loyalty
  but have you heard of brand attachment? And how
  does brand attachment differ from brand loyalty?
• In a recent study published in Ad Age, brand
  attachment was defined as the emotional
  connection between humans and brands. Thus, just
  as people can be attached to a person, they can
  also by and for a host of reasons become
  attached to a brand.

9

• Whereas brand loyalty may be somewhat
  superficial, brand attachment goes much deeper.
  According to the McKinsey Group, there are 3
  components to creating brand attachment
• 1. Affection
• 2. Connection
• 3. Passion

10

• So how do you develop these 3 emotional
  connections in your customers? Lets look at a
  brand like Crocs, those rubber clogs that have
  become a staple in many a millennials wardrobe.
• Crocs embraced what was different about them and
  ran with it. Yes, they werent the most
  empirically attractive shoes on earth. But they
  were practical, comfortable, durable, and most of
  all, colorful. Their willingness to celebrate
  what made them unique created interest and an
  affection in their customer base.

11

• By living up to their brand promise that they
  were both comfortable and durable (Crocs offers a
  2-year warranty on all their clogs), they let
  proved both their worth and their value to
  customers, which inspires connection.

12

• Finally, the Crocs brand has a demonstrated
  commitment to sustainability. When some pundits
  raised concerns about the rubber products that
  Crocs used in their shoes, Crocs announced their
  plans to become Net Zero by 2030, meaning that
  none of their products would be made with carbon
  by the year 2030. They also announced their
  initiative to donate over 1 million pairs of
  shoes to countries in need by 2022. This
  commitment to global stewardship inspires real
  Passion in Crocs aficionados and demonstrates
  that Crocs knows their customer base.

13

• A large portion of Crocs customer base is
  comprised of individuals who have a passion and
  commitment to a living a more sustainable
  lifestyle, and by echoing this commitment at a
  corporate level, Crocs becomes a brand that
  inspires true emotional attachment in their
  target audience.

14

• When these three emotions are in play, it is
  highly likely that there is brand attachment. It
  may be an indirect influence on the brand, but it
  is a strong influence. More than brand loyalty,
  brand attachment almost becomes a part of you.
  Know more about Why brand attachment is more
  important than brand loyalty please visit our
  blog here https//www.groupfio.com/beyond-custom
  er-loyalty-building-emotional-attachment-to-your-b
  rand/