The Ultimate in Brand Loyalty, Bobby Stokes and a Pencil Case?

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Liverpool FC Pencil case

Loyalty starts with a pencil case?

Chatting to a friend of mine last week the conversation came around to football, the Champions League Final and the ultimate in brand loyalty – the undying support for “your” football team.

Supporting your football team through thick and thin must be the ultimate in brand loyalty and is one of life’s greatest mysteries – how does this happen, when does it start and why do supporters never waver from their team despite success and otherwise?

How do we end up with this incredible bond with a football team from another country? – it really makes little sense but it exists and it runs so deep that it affects us, our moods, our friends and even those who we may not like!!

As a die hard Liverpool fan I can honestly tell you my form is great when they win, lousy when they lose, I get anxious about new signings and I get suspicious of people who support their arch rivals!!

I’m not from Liverpool (but I do like going there – the people are great fun!), my parents aren’t from there, I will do my utmost to watch every match (on TV or computer), I feel betrayed by Mr Torres, I did meet the legendary old club chairman Peter Robinson once and I think You’ll Never Walk Alone is the greatest football song ever!

How is it that in a lifetime we might have many personal relationships but we never change football teams? – what is that about and where and how does it actually start?

My friend is an Everton fan – how did this start? Well, his mother who he admits knows nothing about football bought him an Everton pencil case – he tells me the following year she bought him his first ever football shirt, a Liverpool shirt (she does have taste, that woman..), which he refused to wear. The ultimate brand loyalty had set in, he was a die hard Everton fan.

Bobby Stokes celebrates FA Cup winning goal versus Manchester United
Well done Bobby Stokes !

My cousin who I hadn’t seen in a very long time proclaimed he was a Southampton fan – curious I asked him how this happened? He nearly killed me that I did not know – he reminded me that when we were kids (1976 to be precise) he was visiting our house on FA Cup Final day when Southampton (in the old 2nd division) were up against the mighty Manchester United.

I warned him not to support Man Utd if he knew what was good for him – Bobby Stokes scored a winner (do click the Bobby Stokes link – the goal is worth watching!) for the Saints in the 83rd minute to  seal an unexpected win and a new “brand loyal” fan was won for life! To this day despite few opportunities to celebrate memorable wins he has remained loyal to his team.

Getting deep about this topic with my Everton buddy we actually agreed that you could even use the word “love” to describe that bond with your team – whoah, that’s heavy?

How can your brand or business instil even a fraction of that kind of loyalty with your customers?

– buy them a pencil case?

Greg Canty is a partner of Fuzion

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