I nonetheless keep in mind the day I purchased my first Kipling bag. Its blue leopard dots stood out towards the ocean of impartial choices, and its sensible compartments promised to convey order to my chaotic life. Fifteen years later, it doesn’t look as new, however I can’t appear to half with it. That bag has lived with me in 4 nations, it crossed continents as we traveled the world collectively, endured wet commutes, and held the artifacts of numerous recollections. It’s greater than only a bag; it seems like a companion.
This may sound sentimental, but it surely’s not unusual. Take into consideration the extraordinary loyalty of Apple fans who wouldn’t dream of switching to Android—or vice versa. It’s nearly tribal. Can we actually kind attachments to manufacturers in methods just like the bonds we share with people?
Remarkably, the reply is sure.
Advertising idea reveals one thing much more stunning—and maybe unsettling: Not solely can we kind emotional attachments to manufacturers, however in some circumstances, we are able to additionally develop dependence on them. Take into account how some manufacturers place themselves as indispensable, turning into deeply embedded in our every day routines. This isn’t unintentional; we regularly depend on manufacturers for a way of identification, safety, or consolation—and entrepreneurs know this effectively.
The excellent news is that understanding how and why we kind these attachments can empower us as customers. Analysis in consumer-brand relationships famously started with Susan Fournier’s foundational work, which launched the concept manufacturers can act as relationship companions. Some relationships resemble shut friendships, whereas others are extra transactional, akin to acquaintances. Simply as with people, we are able to consider manufacturers based mostly on the size of heat and competence — traits we affiliate with human interplay — to determine whether or not we need to deepen these connections.
Simply as with people, {our relationships} with manufacturers are guided by guidelines and norms, which form how we assess them. As an example, communal relationships mirror these now we have with household or buddies, constructed on belief and care, whereas exchange-based relationships are extra transactional, pushed by a quid-pro-quo mindset. Take into consideration this: Would not it clarify why we would really feel otherwise a few native espresso store that is aware of our title versus a big, impersonal chain?
We additionally apply these guidelines and norms otherwise throughout relationships, even being “polygamous” in our model loyalties after we pledge our hearts to a number of manufacturers in the identical class. (Do not get me began on my area of interest fragrance assortment.) Whereas entrepreneurs chase the elusive splendid of buyer loyalty just like the legendary unicorn, model relationships are removed from one-size-fits-all. Some individuals search nearer, trust-based relationships with manufacturers, whereas others favor extra impartial, versatile ones. For instance, you’d need your financial institution to behave in your greatest curiosity—however you wouldn’t need it checking on you day by day and incessantly proposing new companies, proper?
So, can a model really be your good friend? Maybe the reply lies not within the model itself however in the way it meets your emotional and sensible wants. Analysis reveals that even in industrial friendships, the transactional aspect nonetheless dominates. In the end, this “friendship” is what you make of it.
As for me and my Kipling bag, we’re sticking collectively—for now. Although I won’t convey it to work or fancy events anymore, like all good relationship, it’s earned its place in my life. And perhaps that’s the lesson right here: Simply as with individuals, probably the most significant connections with manufacturers are those that really feel real and enriching.
