About 12 years ago I was at a fabulous dinner party. As one does, I was mingling about and unexpectedly ran into an old friend (let’s call him Kevin). I hadn’t seen him in a while and we started catching up. Toward the tail end of the conversation, he told me he’d gotten a new tattoo and asked if I wanted to see it. “Sure,” I said while he was already eagerly rolling up his sleeve. Beaming with pride and adorned with a Cheshire-cat wide grin, he triumphantly raised his inner forearm and exclaimed, “Isn’t it amazing?”
It took me a moment to mentally process what I was seeing while simultaneously slipping into my well-practiced “poker face mode.” There before me, indelibly and forever inked into the epidermis of my buddy’s arm was the Apple corporate logo. Huh? In my most genteel manner I inquired, “Cool! Do you work for Apple now?” “Nope,” replied Kevin. “Oh, so you’re a shareholder then?” Again, another negative. “Okay, help me understand your thought process on this, Kevin,” said I while thinking to myself, “What the shit has this dude done? Even Steve Jobs never got a goddamned Apple tattoo.”
I honestly wish I could say that this was my first experience with someone’s volitional over-self-identification with a corporation, but it was not. While not indigenous to Southern California, this ludicrous phenomenon is certainly rampant there. Whether it was guys with an all encompassing Nike “Swoosh” or Monster Energy Drink’s claw-like “M” decal on the back windows of their vehicles or the egregiously obvious display of designer names on women’s clothing or handbags, I always found this both fascinating and repugnant. What am I missing? Why would anyone ever desire to align their individual identity with a manufacturing company?
EVER GET THE FEELING YOU’VE BEEN CHEATED?
Having worked for a national marketing agency, I already know the answer to my question. Ever since the early 70s marketing psychologists have been aware that lifestyle has a profound impact on consumer behavior and brand preference and that consumers choose brands that are appropriate for their self-image. As such, companies intentionally attempt to position themselves to fit with that lifestyle.
More frighteningly, consumers use brands as a means of self expression and a lifestyle or value signal. The psychological concept here is known as social proof – the notion that humans look around them to make decisions. This “looking” is now massively accelerated with the prevalence of social media and the internet in general. This has resulted in what amounts to a preposterous positive reinforcing feedback loop or “signaling-fest.”
Moreover, the ability to create one’s identity from scratch is now a very real possibility and many people are in the business of doing just that. But in a number of cases, that identity isn’t an outward expression of one’s own unique, refined values, but based on the strategically designed ones of a global enterprise which become a proxy of sorts for the absence of personal ones. Why do people do this? Largely because of the psychological evidence that buying certain brands helps people “reduce discrepancies between their actual and ideal self, thereby increasing their self-esteem. It’s now been shown that this self congruity is a major factor in brand loyalty” (Redmond, 2017).
“Your future dream is a shopping scheme.” Yep, the Sex Pistols nailed it all the way back in 1977.
EXAMINING MY OWN BRAND LOYALTY
I identified this topic as a potential article a while ago and have since been pondering my own affinity for particular brands and the level of my associated loyalty. In brief, my general purchasing behavior is nearly exclusively driven by value (this is likely the same for most reading this). Ideally, I want the highest quality for the lowest price and when I find it, I usually buy it, irrespective of the manufacturer. Nevertheless, I discovered that if there are multiple choices in the value proposition, I will default to specific brands.
This, of course, got me on the path of exploring what makes me fond of any particular brand. Have I fallen prey to the artful psychological atmospherics of a masterful Chief Marketing Officer who’s invested hundreds of millions in crafting lifestyle or values beacons that possess a gravitational pull on the intentional construct of my self-identity?
Nah. But what I did find is that any predilection I have for a brand is almost always based on quality. Quality here is defined by performance and reliability in personal, real-world circumstances. For example, I tend to prefer Shimano fishing reels and rods because I have used (perhaps abused is more appropriate) them for decades in all manner of conditions and they continue to perform. More so, I have intentionally attempted to damage them in extreme situations and they keep on truckin’.
So when it’s time to acquire new gear, my first inclination is Shimano. Does that mean that Daiwa or Okuma have inferior products. Nope and I own some of them as well. But if you’re a new angler and ask me for my opinion, I’ll always mention Shimano first. This is the same for the few other brands I favor like Ibanez bass guitars.
BLURRED LINES
What about a circumstance where brand loyalty and/or self-identification is based not on carefully contrived corporate values or lifestyle beacons, but on those that are entirely imposed or projected by the individual consumer? Is that even possible? The short answer here is yes. At least for me. Let’s take a closer look at this idiosyncratic phenomenon.
Outdoor apparel manufacturer, Patagonia, based in Ventura, California is a brand I happen to consistently patronize. One glance at their website depicts a quintessential example of superbly executed values and lifestyle beaconing. There is no missing the espousing of and documented commitment to environmental activism – everything from politics, to sustainable energy, to land stewardship, social responsibility, and authentic “do-goodery” is crisply showcased here.
From a marketing psychology perspective, it does not get much more artful than this. In addition, they make being outdoors look like a whole lot of fun. They even do a solid job at highlighting the high-quality of their product. It is this last reason why I’ve been a lifelong customer. No joke, I have a Patagonia jacket my parents bought me when I was 16 years old and I still wear it today. Moreover, despite literally decades, it still looks great and has not lost one stitch (and if it did, I could send it back to Patagonia and they would repair it for free). Basically, as a result of this very example they are my gold standard for quality as defined above.
And while their product quality is spectacular, there are likely many other companies who manufacture at similarly insane quality levels. So why, do I continue to buy from Patagonia? Here’s the real answer. Because having grown up in the Santa Barbara area, I consider them a hometown company. And being loyal to my homies is a core part of who I am. That is my own, very personal value that I have superimposed on the company and has nothing at all to do with their prevailing, and very compelling, marketing scheme.
WAIT, AM I A BRAND WHORE?
Exploring this knotty topic gave me a tremendous opportunity to think long and hard about my own behavior as it concerns brand self-identification and consumer loyalty. Initially, I thought it would be a rather swift exercise as I have always been a stalwart proponent of never, ever allowing myself to be an active, or even tacit, vehicle for corporate advertising.
This began in my early punk days and has continued unabated ever since. Specifically, I will not buy or wear any item that visibly displays the name of the manufacturer, irrespective of whether I like the brand or not. Even to the point of taking hours to remove small tags cleverly integrated into the item (sorry Patagonia), or worst case, black it out with an indelible marker. Okay, I’ve not de-badged my cars, or scraped the vinyl lettering from my kayaks, but you get where I’m coming from. The bottom line is, I simply will not whore myself out by being a walking billboard – for anybody.
However, isn’t the very nature of that activity a form of identity signaling itself? Of course it is. I am able to reconcile this behavior because I view it as a manifestation of my personal values, not someone else’s and certainly not a global corporation’s. One must consistently uphold standards of personal integrity, right?
As I fell further down the rabbit hole of my thought process, I happened upon a somewhat interesting discovery. That being while I am adamant about not being a shill for commerce, I will absolutely do so for art. For example, most of my adolescence and early adulthood was spent wearing band t-shirts. From my perspective at the time (and even now), wearing a band shirt was less about advertising my association and affinity for the band and far more about actively advertising their art.
In my opinion, more of the world needed to know about and listen to the likes of Alien Sex Fiend, Virgin Prunes, Echo & the Bunnymen, and Placebo (still do) and by wearing their shirts I was, in effect, spreading the gospel of fine music. The efficacy of this behavior remains highly questionable, but I view this more as me pimping great art rather than selling myself out, but in reality that coin could very easily be flipped.
A MUG’S GAME
Exploring all of this has certainly been an intriguing exercise and I’m not quite sure where I’ve landed. Honestly, I’m a bit polarized. Part of me wants to throw up in my mouth a little knowing that so many humans have become willing dupes who volitionally over-self-identify with somewhat disingenuous (or outright bogus) but very shrewdly developed corporate values, rather than their own. The other part, specifically the one that owns these companies and stands to personally profit from said behavior, believes that everyone should have an Apple logo tattooed on their forearm.
Oh, speaking of Apple tattoos, I just verified that if Kevin had bought Apple stock instead of a now faded ink stain, he’d have netted over $11,000. Think different, indeed!
HOW ABOUT YOU?
Have you ever thought about why you buy what you buy and the reasons you are loyal to any particular brands? How do your personal values affect your purchase decisions? As always, I’d love to hear from you.
Well now you’ve made me question what I believed of myself. I am not at all like some of my designer brand obsessed acquaintances who use girl’s night out to display their Coach purses and their Louis Vuitton shoes, and they drive cars solely based on the name. I have never understood the draw to buying a Coach purse, and while I would like to think it’s because I am not a brand whore, it may also be related to my propensity for being distractible and losing purses.
When I purchased a new vehicle last fall, I made a list of features I wanted or needed, set a budget, then test drove a number of vehicles that fit my criteria. Like you, I have loyalties to certain brands based on quality, performance and value. I wear Healing Hands scrubs because they fit me well, they don’t fade, and they last well beyond my weight losses or gains, despite the frequent washings. I go through sprees of loyalty to particular shoe brands and models, but as others have noted above, find that the quality can vary over time. When I find the right model year, I’ll buy 3-4 pair on clearance when the next model year is released. I wear certain workout clothing because of the fit and durability, but if I can find an alternative that is less expensive and holds up as well, I switch with ease.
Oh, and of all of my numerous tattoos, I am happy to say that not one of them includes a company logo!
I’m glad the article got you thinking as that was its intent. Sounds like you’ve got a pretty solid understanding on the the whys and wherefores of your purchasing habits! Like you, I’m getting a new car this year and am using the same approach you did and not being brand specific at all. We’ll see!
Nice to know that with all your ink there’s no corporate logos 😎
Solid post, Mr. Fate—and an interesting idea/set of questions it brings to mind!
On thinking through this personally a bit, I know that I will also “default” to certain brands in certain categories. Icebreaker whenever I’m looking for quality outdoors clothing. Razer for computer mice. Logitech for keyboards. Brother for printers. On the list goes. It’s the same case for small things like food (I love my Bear Naked granola or Fage greek yogurt) and even big things like cars (I’m a fan of the Z car line from Nissan).
That said, I don’t think I’ve arrived at support or liking any of those brands for any reason other than that they align with my own values, experience, or needs. For example, I’ve owned multiple merino wool using clothing brands but find Icebreaker to have consistent fit by size and quality. Some of my oldest pieces have been worn thousands of times. They’re expensive, but worth it. Similarly, I’ve tried a lot of other greek yogurt brands but nutritionally it’s hard to find another plain greek yogurt with a better caloric/protein/sugar profile than Fage’s. And it tastes great to me.
Like you, I’d suggest my reason for “brand whoring” these examples is just having good experiences and comparisons in the past. I don’t think there’s much wrong with that. And I’d recommend them to friends or family if they inquire about interest in that brand’s product category.
But lastly, to your point, I am effectively marketing for them. That’s not so cool, they’re not paying me after all. But do I need to get anything out of it? Perhaps it’s enough that they continue to exist and I can continue to purchase their products or creations. After all, your favorite song from Alien Sex Fiend might not exist if there weren’t a bunch of early adopters buying their music and shilling for them back in 1982.
Hey, Chris. Thanks for stopping by to leave a comment. Glad the article got you thinking about the “whys” behind your consumer preferences. I found it to be very interesting thought experiment. Agreed on Fage and Icebreaker as well – good stuff.
The brand whores I am referring to in the article are those folks who over-self-identify with brands and their contrived lifestyle beacons. Dudes like Kevin or the woman wearing the shiny, bedazzled Gucci face mask on my recent plane ride. Again, not an indictment on this behavior, but certainly a curiosity.
Yep, I’ve been mercilessly shilling Alien Sex Fiend for 35 years. Still do, as evidenced by their intentional inclusion in this article (and Easter egged in 8 prior ones). 🤘
Great question. I think for me it’s habit mostly. And finding staple items that I like when I know that some of the alternatives can be terrible (toilet paper comes to mind). Other than that, most of my brand loyalty lies in which companies have the best loyalty rewards programs, so I can pretend that I’m not a total sucker.
Hey IF and thanks for the comment. I hear you on TP. I’m pretty loyal there and others where alternatives can be dicey. Reward programs – I completely neglected to address that, but at least you’re getting (hopefully) ROI for your loyalty!
People are loyal to brands because they like them. But brand loyalty can be lost just as well as it can be gained.
Hi DP and thanks for popping in to leave a comment. Yep, people love them some brands and what I am exploring here is why they like them. Is it because all their friends do? Are they under the power of a Svengali-like glamour of a corporation’s marketing ploy, or do they simply appreciate the quality/value? But you’re right, loyalty can be lost quickly – sometimes due to quality and sometimes people awaken to the fact they’ve been hornswoggled.
Brands are a pretty fascinating topic. I feel like I’ve been all over the page in my life.
Overall, if I buy a product and it’s good, I’ll stick with that brand pretty loyally unless/until I have a bad experience with them. I have a 10-year old Samsung TV that has worked like a charm, so I use them for TV’s (even though their TVs could suck now). The iphone and macs have worked well for me so I pay the premium to Apple.
Patagonia’s marketing has always annoyed me with how goody two-shoes it is. But it is superb marketing and I own their products, because as you point out, the quality is superior to none.
Growing up I played hockey at a high level and D1 in college. I was always a Bauer guy. Sports are probably the most brand loyal I am.
Funny on your Ibanez bass loyalty, I’m actually biased toward Ibanez guitars. Basically got one at a young age, loved it and have kept with them. I know they’re more a metal guitar, but have loved them for punk rock. My other electric is a custom Carvin – it’s a decent guitar, but I only bought it because I got a smoking deal from a fellow band mate. There goes the value play. But on my main instrument drums, it’s more been about the value than the brand. I started off on Rogers (I know way old school) but play a Tama kit, and my main snares are Gretsch and a Pearl piccolo. As long as it has the sound I like, I don’t care about the brand. However I have been pretty loyal to Zildjian cymbals over the years. And I’ve always wanted to own a DW or Noble & Colley kit at some point in my life. Hahaha.
This is a topic I’ll have to think about some more. I think my biggest takeaway is I’m random and my brand loyalty is coated with hypocrisy. Hahaha.
Good post my man.
Also, I’ve never understood why someone would get a tattoo of a company as well. This shit is all over So Cal as you mention. Just bizarre.
Hey Q-FI and glad you enjoyed the article. I have to laugh because I don’t think I’ve ever been to the Patagonia website before writing this article since I buy it at retail. Yeah, their “do-goodery” is so in-your-face, it’s actually a little off-putting. But, homies, you know.
It’s funny how Ibanez has intentionally positioned themselves as the “metal head axe.” I like them for the same reasons metal dudes do for the ability to easily play at the bottom of the neck and the low action. But rather than shredding I play Peter Hook melodic-style with the higher notes and I’m a sloppy picker.
Yeah, my former drummer has a DW Kit and it is insane. Killer sound and was great on our recordings. Zildjian’s the gold standard, so the logical choice.
Seriously, who gets a corporate tattoo? Equally freakish and super-creepy.
Maybe engineers are less prone to brand-itis. I go for features, period. My car, the third identical model I’ve had over the last ten years is the one I buy because it is a bargain and has acceleration and handling specs that blow away every other vehicle in its class. I just drive it until it wears out and get a newer used one. I’m having an existential crisis right now because they stopped making it in 2017 and when I need to replace mine there won’t be any left to buy that aren’t too old to be reliable. Same thing for fishing and tennis gear. I read reviews and buy based on those or what is on sale. When I find a racquet that works for me I get three of them and that is my only racquet until I can no longer find it new or used. All my clothes are no name and affordable. I buy store brand groeries when they taste the same. I’m not sure why anyone cares about the brand, it is only the features of the product that matter. Same for computers, cell phones, camping gear, shoes, etc. I do sometimes find certain brands fit me better, Asics is my go to shoe for running and tennis because I know they will fit me but I look for last years model or discontinued ones and don’t care that the shoe is a particular brand, just that it fits.
I like the way you roll, Steve. I’m the same – features first and then I research, read reviews, etc and then buy. I’m in the process of buying a new car and that’s the way I’m approaching it. I know what I need and want and trying all the brands and reading to find what’s best.
I’m the same with groceries and parity products – buy the least expensive. It also nice to know that I’m not the only one who buys multiples when I like something since they always get changed or discontinued 😀
I like the topic Mr Fate!! Consumer culture is fascinating to me, half because I despise it, and half because it fills my portfolio coffers.
I’m a brand whore when it comes to a few things, but not blindly loyal. Tool brands, like Stiletto hammers, Hilti, and Occidental leather tool bags. Its for the quality more than anything. Same goes for work clothes: my Redwing boots and Levi jeans for their ruggedness. I’ve tried just about every pair of jeans/work pants they have and Levi’s is super durable. They just outlast the competition when it comes to day in and day out physical work. I don’t work hands on like that anymore but I still buy the clothes out of habit for work attire. My father wore Redwings and so it rubbed off on me. Plus they give 20% off union member discounts and make ’em in the USA. When it comes to phones or tech…I don’t care much.
I stick with Osprey backpacks too for travel. But I’m not dead loyal. I’ve had one backpack for like ten years, awesome quality even if its made overseas. I have a SF Giants tattoo, both for my everlasting love of the team and I’m from San Francisco. But I don’t go all out on outrageously pricey sports gear….though I will buy a ticket or two to a game once a year.
Keep up the great subject matter.
Hey Noel! Glad you liked the subject matter. While I didn’t mention it, I’m pretty loyal to Levi’s. I’d say for non-work Clothes, about 80% of my pants in my lifetime are Levi’s – for the reasons you state. Yep, I also have a “never say die” Osprey. It’ll likely last longer than me. Paying a bit more for quality is certainly worth it!
You’ve got to reveal your Giants tattoo in one of your articles, dude!
Kevin absolutely should have purchased Apple stock instead of the tattoo. Too bad you weren’t there to guide him in that choice. Oh well.
I’m maybe somewhat of a brand whore. I tend to have brand allegiance as long as the quality and price remain consistent. My Brooks Adrenaline GTS sneakers have taken a nose dive in quality lately, but their price has increased. As someone who’s probably owned upwards of 30 pairs or more (I live in these things!), I wrote to inform them I’d sadly have to part ways with them unless they return to the previous standards. Let’s hope they do! I understand costs increase, but quality should not decrease.
I like how you advertise art, but corporate brands! I’m assuming you’re advertising corporate music either. 😉
I love how you incorporated your marketing background. It’s amazing how much psychology and research goes into marketing – it’s almost as if we’re powerless when it comes to avoiding consumerism. Now I have a better understanding of it, so thank you!
Hi Katie! Glad you enjoyed the article. I hear you on shoes. I’m a fan of Saucony’s Peregrine trail runners, but they completely change the design every year with an alternating cycle of amazing, then shit, then back. It’s frustrating. I’m curious to hear if Brooks contacts you. I hope so.
Holy smokes! I just realized that in my examples of bands both Echo & Placebo are major label acts! You’ve officially outed me as a totally unwitting corporate shill. 🤣 Damn! I totally missed that.
Yep, there’s a lot of very, very smart and clever marketing psych PhD’s working feverishly (and successfully) to get us to buy and buy loyal.
i have one tattoo and it’s of a large question mark. it represents staying skeptical. hell, that’s funny about your former pal with that apple tattoo. i wonder if you remember hind sports back when they were hind wells in SLO in the 80’s. they basically invented the running tight and were way ahead of their time. they could have been a juggernaut like lulu.
i have to say i tend to pay up for quality and keep the quantity of purchases low. almost all my shorts are nike/hurley just because they are better and last many years. in fact after i read this i looked back on amazon to see when i bought my favorite walking around shorts and it was 2013. i was just sporting them yesterday and they’re still going strong. on the flip side of that there are certain things i would not buy if they were the last of the item on earth. i do so just because i loathe what they represent or how annoying their ads may be.
Thanks for the comment Freddy. A “?” tattoo? Now that’s just straight-up badass! Of course I remember Hind Swell. Can’t believe they are still around in any incarnation.
I totally agree on paying up for quality and not buying continuously. My example on the Patagonia jacket would be an ideal example. Same with Shimano and Ibanez.
I hear you on companies so dildonic I’d never, ever buy anything from them. Ever. You hearing that Dolce & Gabbana?
I work for a company that engenders this type of loyalty from its customers. I can’t even begin to put a number on the quantity of tattoos I have been shown over the 18 years I have been here. Many in places I had no desire to see….now I do often interact with the public (in non-Covid times) so it’s probably more often than say someone who is in a cubicle all day but I’ve always been shocked by it as well.
I’m officially under the sales/marketing umbrella in our organization though I’m not in sales it has certainly affected the way I view advertising and marketing as a consumer myself. Direct Sales high pressure sales people hate me (and I don’t really like interacting with them unless I am forced to) because I see right through their actions and they can’t force the typical reactions they usually can get out of people out of me.
It also affects our recruiting, now I think we take great care of our people, are basically an ethical company and we put out high quality products or I wouldn’t be here still but so many people have a strong drive to work here because of their love of our brand.
Hey, WT and thanks for the comment! Man, I’m absolutely dying to know who you work with. In any event, you’re certainly an on-the-ground expert if you’re interacting with people who are getting tattoos of your company, particularly in interesting places! It’d be interesting to pick their brains and understand the thought process more. I bet your CMO is on Cloud 9 with that compelling brand draw.
Great post and topic. Apple fans can tend to be the worst, along with Starbucks. But in every niche there’s crazy brand whores. Take guitar, something near and dear to us both. I have both a Gibson and a Fender (as well as an Epiphone, Taylor, and Gretsch). But the Gibson/Fender wars are big as you know, and some people get all whore’d out on it, I’m sure with tattoos. It’s like dude, chill. It’s just a company, and it’s just stuff.
As for fishing, I have a Shimano, but also Shakespeare rods and reels, as well as a Mitchell or two. They’re all pretty darn good. If they weren’t the companies would go out of business.
In the end, I don’t claim loyalty to any brand as a religious thing. Sure I find some brands are better than others (for instance Asics running shoes) but I ain’t gettin’ no dang tattoo, that’s just nutty.
Hey, Dave. Glad you liked the topic. It was fun to try and puzzle-out my own preferences and how/why they came to be.
You’re right, there’s always a handful of nuts in anything. Like you, I claim neutrality in the Fender/Gibson guitar wars. I’ve an inexpensive Les Paul and a Fender Malibu acoustic. With basses however, I’m exclusively Ibanez 🤘
I’ve got me some Shakespeare gear as well. Like you, I’m not super brand specific and certainly not going to get a corporate tattoo. Well, maybe a very small KFC one!