When their Why becomes your Who

I study #IdentityLoyalty, when a product, brand, service, organization or even person becomes a self-expressive part of how a consumer sees herself or want to see herself. It happens when the perceived values of the brand align with the consumer. This is a great conversation with Larry Mantle KPCC and the “AirTalk with Larry Mantle Show” where we discuss these ideas. Several callers chime in w their favorite brands. Interesting: Levis, Equinox, Chevron Gas, Ammo (Hunters) Listerine, and so on. Typically we think of “identity” brands as being brands that have a strong public aspect to them, but the callers cite several brands in quite normal, non-sexy, mundane categories.