As a marketer, I constantly tout the importance of brand loyalty. In the classroom, my students know to expect me in a pair of converse shoes each day and to not question where I got my coffee from that morning. I am a walking, talking example of brand loyalty and would never consider getting a cup of joe from anyone other than the local favorite, Kava Haus. But lately I have been having constant thoughts of other brands and I am feeling pretty guilty about it.
I’ve been unfaithful. I haven’t gone “all the way” with any other brands, but I am most certainly cheating emotionally with a couple of them. And one…well I can’t get them off my mind.
T-Mobile. There. I said it. It is out in the open and feels like a ton of bricks have been lifted off my shoulders. I have a crush on T-Mobile that feels similar to the one I had on Donnie Wahlberg when I was a kid. Actually, I still have a crush on Donnie Wahlberg so that may not be the best example. The point is…this crush is turning into something really big…and therefore dangerous to my stance on brand loyalty. Verizon has been neglecting me lately. They have gotten used to me and just don’t seem to try anymore. It is like I have been in a relationship with someone for 15 years and they all of a sudden started wearing sweatpants in public and burping without saying “excuse me.”
It all starts at the top. T-Mobile CEO John Legere caught my eye months ago on social media. The magenta-haired leader absolutely adores his employees and showers them with awards and affection daily. And none of it seems fake. None of it seems to be a short-term ploy to elevate him on social media. John Legere means it and that makes him incredibly crush-worthy. He also takes the time to interact with his customers in meaningful ways each and every day. His twitter feed is full of funny interactions with everyday folks and he shows a “human” side of himself that is a rarity from most stars at his level. Yes I called him a star. If you doubt his popularity, take a look at one of his #SlowCookerSunday posts. Many of these live moments on social boast well over 20k views and the interactions are downright entertaining.
Turning my head hasn’t been easy. Even though T-Mobile gives free tacos to customers, I have stayed strong in my brand loyalty. Even though T-Mobile had one of my favorite group of ads during the Super Bowl, I haven’t had the heart to make the jump from Verizon’s bed into a new more comfortable one yet. But the bed is growing cold…and #SlowCookerSunday seems like the kind of date that could spark a little excitement in this 40 year old mom.
John Legere has been courting me for weeks even though he knows I am in a relationship. And damnit, I like the attention! With my Verizon break-up looming, I think it is time to be honest with myself and with my former flame. All good things must come to an end right? Well Verizon was never really that good to begin with so I guess the writing is on the wall.
I don’t even know how the Verizon CEO likes his sofritas, and I just realized I don’t even know his/her name. I have stayed in this toxic relationship far too long. I can do better. I owe myself a relationship that is reciprocal and gives me the warm and fuzzies. I’ve often heard it said that “True love is dead”…well maybe my brand loyalty is too.
The Multicultural Marketer 