One of my favorite things to do is analyze and understand the background behind different ads; why did the designers and creatives select that particular font and image? Why did they pick the wording they did, and what makes this ad really work? So, the other morning, I was having breakfast and flipping through the latest Time magazine at my kitchen table and the very first ad that I saw was a two-page spread by Victorinox Swiss Army. There was a sprawling, Swiss landscape in the background with a train chugging along the edge of a river, and a picture of a life size, bright red, Swiss Army knife from a 2005 model. I wondered to myself; why they would want to feature an outdated product on an inside magazine cover? Even though I am far from being considered outdoorsy, and I have never been the owner of a pocket knife, the ad enticed me to read more. The spread featured the personal story of a Swiss army knife owner who saved the train ride he was on by giving the conductor his 2005 Victorinox Swiss Army Knife to tighten some loose components in the brakes in order for it to run properly. Then, to the left of the ad was printed in big, white bold letters “What’s your story”; encouraging Swiss Army lovers to share their personal experiences they’ve had with their own pocket knives on its various social media pages and website.
This advertisement is a perfect example ‘brand loyalty,’ the emotional bond people often share products. Being able to respond promptly and effectively to glitches in your product, making a personal connection with your audience, and keeping an open ear to what your customers have to say is important.
Swiss Army does an excellent job of this by displaying their product with personalized stories, allowing customers to truly connect with the brand. These techniques have allowed Swiss Army to create their own unique and successful brand, one of which customers have been loyal to for years.
Amazon, Apple, Facebook, and Samsung were among the top companies for highest brand loyalty. All of them have been able to make an emotional connection with their consumer audience whether it’s through their social media strategies, advertising, customer service, or other efforts. What brands have you remained loyal to throughout the years?