Brand loyalty is earned
Today, more than ever, a brand is defined by the promises they keep. There certainly was a time when the lure of catchy advertising drew attention, but today, it’s much more about peer reviews and transparency. As a consumer, I am extremely loyal to those who simplify and improve my life. And toping that list for me, is American Express. Since 1985, my life has truly been lived on my American Express card, and never once have I had a bad experience.
This past October, as I was reviewing my billing cycle, I noticed a higher than normal recurring charge, and upon contacting the vendor, I learned that for the past 18 month, I was being billed for an additional service that I had never authorized. The vendor, my mobile provider for the past 21 years, informed me that they will only reverse three month worth of charges, because ‘I didn’t bring it to their attention sooner’. Obviously disappointed, I contacted American Express and opened a dispute; and within 5 days, despite not hearing from the vendor, I received a credit for the full amount.
Liz Nickles refers to brands like American Express as Brandzillas – because they understand that loyalty is earned, never bought. Do you know what you stand for? Here’s how Liz can help you build your own version of a Brandzilla –