There are some brands that I find so successful. I call them magnetic. One of those brands is Maui Jim, the sunglass company. The brand is best known for its high quality, reasonably priced and fashionable polarized sunglasses. I bought my first Maui Jim sunglass in 2008. Since then, I bought two more. As rational consumers, we often think we are loyal to a particular brand because it offers the best value for money, often quality being the key pillar of value. Well, quality is necessary, but not sufficient to create loyalty… According to Dr. Clotaire Rapaille, the key to loyalty is not quality. It is the quality of “relationship”.
I love working with a brand named after its founder because they make my life much easy. The majority of brands still communicate merely what they’ve got (their products, their services, or their features.) Only a small number of brands communicate their “promise”, which is definitely a better marketing strategy. A promise is the universally-accepted definition of a brand. But… Even that communicating your promise is not enough anymore. Today, brands need to communicate their purpose as well as their promise, because people are looking for “meaning” these days. And there is no easier way of creating meaning than telling a compelling story about the founder of a brand. Read the rest of this entry