Nov 14, 2011 Written by 
Life is a long time and staying loyal to certain brands whether it's Heinz Baked Beans, Chanel No. 5 perfume, Nike, Tiffanys, Toyota, Ray Ban or Mokador Coffee - the endurance of brand loyalty can be a long, arduous path.

I am an avid skier. I love spending the day skiing and nights by a log fire talking about life, business and how I am going to change the world. One of my good friends who has kindly agreed to host me in Vail this week for 10 days skiing and a bit of business, suggested that I may like to take a look at his good friend's beautiful ski label before we head up the mountain. On the first mention, I thought 'why not', but then I took a look at their website and the jackets and pants were really nice... BUT... they are not the brand that I have been wearing since the first day I ever went skiing. No matter how nice they are, I just could not imagine wearing a jacket from another brand. I would feel disloyal.

I didn't mean to be that loyal to Spyder and Bogner (My BRANDS Smile), but somehow, since that first sales person sold a Spyder ski outfit to me, I have been incredibly loyal ever since. I now own every single item that you can possibly own that has the Spyder brand on it. Bogner was a later acquisition (when I had saved enough money!!!!) and is completely non- competing with my love of the Spyder brand. It's European and is more for when I want to look sophisticated and stylish rather than athletic or sporty. Bogner is also considerably more expensive and is something I only bring out for extra special occasions although I do feel totally luxurious when I am wearing it and I always feel that I should be in Val de Sere or St Moritz when I am decked head to toe in Bogner. It quite simply makes me feel beautiful.

Whereas Spyder is for everyday wear. When I put on my Spyder gear, I feel like I am wearing the best, most practical, safest, warmest attire on the slopes and that I won't have to worry about the small things like snow soaking my jacket or feeling cold as the temperature changes. I also feel like the brand is not a 'show off' brand, and more for the sporty person who loves adventure and is not fussed about the small things in life. Even if you are not a good skier, when you have Spyder on, you feel like you are going to be.

Brands are funny things. Some people will only ever drive a Toyota car. Others will only ever wear Nike when they are playing sports. For me, I will only ever wear Spyder or Bogner when I ski, and only ever play golf with Callaway. There may be better out there, but the shift to try it is too great for a brand loyalist like myself.


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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

1 comment

  • Salli

    I remember learning at university how brands are an extension of the person. We assign specific attributes to brands and they are seen as saying something about us to others.

    Perhaps because of my education in marketing and consumer psychology, I have become conscious of this tendency and have tried to look beyond the brands and elaborate marketing tactics and see the product as it is; a mere commodity.

    Of course I do not always succeed at this and have noticed a new reverse trend in disliking brands and to some degree the people who use these brands.

    A good example of this is Apple. Although I do think the company has marketed their products skilfully, I have become to dislike the brand because of the product's popularity and the odd superiority the users feel over people who choose not to use Apple products.

    All in all, for me at least, Apple is a non-brand for life.

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