For a brand, winning the love and support of a customer is often more valuable than any one transaction. Brand advocates can bolster engagement far beyond point-of-sale with word-of-mouth advocacy that amplifies a company’s marketing efforts.
Apple tends to be the most frequently cited example of brand-loyal customers, so I thought I’d share a few others we’ve been admiring lately.
- Pabst Blue Ribbon (PBR): This hipster-ific brand has loyal followers that buy it despite the (let’s face it) subpar taste. The strength of the brand – classic and cheap – has remained consistent and loved for many years as a result.
- Amazon.com: Maybe it’s just me, but this site, while popular for a long time, has really begun to be at the forefront of the brand advocacy conversations. I’d venture to guess that it has a lot to do with the introduction of Amazon Prime. Prime memberships have been a great way to increase use – and therefore love – of the ecommerce giant.
- Virgin America: Richard Branson is flying high on the success of the first new American airline in years, and that success is due to the brand advocates who love to fly it. Sexy and cool, this airline draws people in with its marketing, and creates brand advocates with the attention to detail and ability to extend the brand experience far beyond the website.
- Tumblr: With its massive buyout by Yahoo this week, the brand is in danger. But the response of its fiercely passionate user base proves the brand is strong right where it is.
Share which brands you think have a loyal customer base in the comments below.