What’s in a logo?
May 2nd, 2005
My associate (and the Director of Word of Mouth Marketing), Geno Church, and I were talking this morning and he said “You know, it’s interesting. People aren’t loyal to a logo. People are loyal to people.” I think there’s a lot of truth in that statement. But I also think that it’s hard for people to disassociate others from a name and a logo. How about the person who drives a Saab and constantly has trouble with it, but always has a great experience with the dealership? Every time they hear the brand name “Saab” in a casual conversation, do they cringe or think happy thoughts?
Other posts by Spike.
Marion Mann says:
People are clearly the primary factor for customer loyalty in many service industries, but I believe great products win over great logos and the people behind the scenes. And there are zillions of people who are willing to sport logos on their chests (via clothing, etc) - that have never met a person in the company. For example… I personally love the LeTigre logo and I like to wear it, but I’ve never met anyone who works there nor really ever seen anyone else wearing it… And some recently viewed SC beach attire - do you think they know the people that work there…or just other people that wear the same stuff?: Rainbow http://www.rainbowsandals.com Volcom http://www.volcom.com/ Corona http://www.corona.com/ Yes, I saw a woman in a Corona bikini at Folly Beach last week - the 80s really are making a comeback…in a lotta ways these days. Maybe she knows someone that works for or advertises Corona ..but I doubt it. And btw - what she SHOULDA been wearing is some freakin’ Coppertone…EEEch! (btw - another brand I love, but don’t know anyone that works there - does the little girl with the doggie biting her suit bottom down count? Love her!) http://www.coppertone.com/ I adore New Balance athletic shoes http://www.newbalance.com/ and Kiehl’s skincare http://www.kiehls.com/ - but generally NOT the people that work there (no offense, Slick) - and their logos aren’t spectacular. So…I’m loyal to their products, not their people…OR their logos. I suppose the fact is, in my case, and I believe in most somewhat educated individual’s cases - a great product - or more likely - a product we perceive is great - conquers all. And Saabs suck. Period. Peace out, mm
February 20th, 2006 at 2:13 pm