Brand Loyalty or…Crazy?

By: Gina Mason

Brands play a huge part in our lives. From our favorite soft drink to which smartphone we use, we all have brands that we prefer over others. Whether your preference has to do with the product itself, the logo, the way in which the company is run or the free stuff they give away, there is something that keeps you returning time and time again. This is a lovely thing that we like to call, brand loyalty and it is incredibly valuable in our world of extreme couponing and discount websites.

One of the toughest things to do in the world of branding/marketing/advertising is to gain new customers and retain the ones you have. People are constantly bouncing from brand to brand and will usually go with the brand that is on sale or convenient for them to purchase. The methodology behind brand loyalty is something that advertising professionals and researchers spend millions of hours and dollars on trying to find what evokes that sense of devotion and keeps people coming back for more.

Now, there are those people who are die-hard fans of certain brands and will only purchase a certain brand or product, for example people who are either Team Apple or Team Samsung. However, there is a new trend that is taking brand loyalty to a whole new level and making consumers contemplate how far they will actually go to show support for their favorite brand.

By showing support, I am not talking about wearing a branded t-shirt or sending out a few tweets. I’m talking about literally branding yourself with a tattoo…. Yes, I said it, a tattoo!  Believe it or not, according to a recent article, some people are becoming walking, talking billboards for their favorite brands by getting their logos tattooed on their bodies.

Some are doing it for a lifetime of free tanning. Others are doing it just because they love KFC. Either way, it takes some serious dedication to have a brand permanently imprinted on your body. This type of extreme branding makes me wonder, what happens if your taste changes or the brand goes out of business? Most importantly, what if your favorite brand is involved in a major controversy or scandal and you are walking around with their logo on your arm for everyone to see? (i.e. BP Oil, Enron, Abercrombie & Fitch) That could be embarrassing!

From a branding and marketing perspective, this is sheer genius and brands have got to be crazy not to encourage this type of behavior.  We all know that WOM or word of mouth marketing is still the most effective method of marketing and tattoos are the perfect conversation piece. How many times have you heard someone say, “what does your tattoo mean?”

I am very interested to see if this trend takes off and if more brands will offer free or discounted products for this form of “real-life branding.” Despite my love for Diet Coke and In-N-Out Burger, I am not entirely sure that I am that dedicated to get those logos tattooed on my body (even for a lifetime supply of Double-Doubles).

Would you ever get a tattoo of your favorite brand? If so, why? Do you think this trend will continue to grow?

As always, I welcome your comments and if you like what you read be social and share.



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