Brand loyalty is not monogamous.
I’m loyal to two different chocolate brands.
For very different reasons.
Neuhaus gives me a chance to pamper someone or treat myself.
Every time I walk into the shop, it’s a meaningful and joyful experience.
Their heritage story also resonates.
“The inventor or the Belgian praline.”
Resonates with my inner quality-seeker.
But Tony's Chocolonely is my daily go-to brand. Being their customer feels meaningful to me, because of their mission.
“We want to make chocolate 100% slave-free.”
Their story resonates with my inner do-gooder.
You don’t need to have a monogamous relationship with your customers to have brand loyalty.
In fact, you’re better off not trying to be everything to them.
Just be clear about what you are:
Clear promise, clear story, clear positioning.
Make it meaningful and they will keep coming back.
PS: kudos to WeWantMore agency for making Neuhaus a meaningful brand again.
#storystrategy #positioning #brandloyalty #customerrelationship
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