Henrik Werdelin

I was in a meeting the other day where we spoke about brand loyalty. It got my thinking of which brands I really like and why. I thought it would be an interesting analysis of which core components was making me become a fan rather than a user of a company/brand/product. How do you build a company that people really care about. Here are the companies that came to mind, some that is fading and some that I use but don’t care about: (in no specific order)

Companies I love and why

- Amazon
because it works like clockwork
because they take difficult fresh concepts and make them happen (mechanical turks, ebook wireless devices and delivery, cloud computing)
because they are the real backbone of all the wonderful new 2.0 services
because they just keep growing and seems very focused on building a company that will be around for a long time
because they have so far never let me down

- Virgin America
for their amazing safety video with attitude
for their internet and awesome in-flight entertainment system
because their pilots often welcomes you outside the departure gate
because their staff actually seem to enjoy themselves

- Virgin Atlantic
because lets face it, Branson is just amazing (and from the looks of the documentary about him on the virgin altantic inflight system – his wife and two kids seems pretty cool too)
because the staff smile to you – even in economy (BA and AA take notes please)
because the virgin atlantic lounge in Heathrow is worth the hassle of getting a gold card (or getting someone to fly you on upper class)
because they have allowed me into the closed stewardess facebook group :)

- HSBC premiere
because their premiere service really works. I walked into a US branch and they hooked me up with a US account right away as they had all my data from the UK
because their private bankers respond quickly and seem they care
because their advertising in airports is clever and entertaining

- Zipcar
because they managed to make an complex sign up process and booking system very easy
because they noticed a twitter I wrote about them and reached out for a dialog
because the concept is good for the environment
because their iPhone app (while still not out) looks cool
because their attitude is cool. (their naming of their cars, the copy on the website)

- Vodafone
because you quickly get to a person on the phone when you need help
because their free summer roaming is actually super useful and not just a gimmick
because their logo and visual identity is amazing

Balsamiq Mockups
I love the home grown style of the company and its communication
I like the analog nature of their branding – it feels very honest to me

Now there are loads of other brands and products that I use every day but I don’t have the same emotional connection to. Lets take Facebook as an example. I really like using it, but I dont feel that loyal to the brand. If my friends moved to another network, I would probably not argue too much before following them. Same thing is happening with my iPhone, love it – but all the restrictions and stories about apple not approving stuff is making me less loyal – and thus considering trying out e.g. the HTC Hero android phone.

So what is it that creates this extra emotional connection? Think that the above highlights some of these shared components:
- Their products just works! (dont think you can brand yourself out of a shitty product)
- The companies seem to care about ME – as in Henrik not a user
- I get emotional connection to the look and the feel (or ‘attitude’) either in their product or their marketing material. (maybe brand marketing is not so dead…)
- I have a direct and instant dialog with them and they seem to listen
- They offer me an experience besides a service