Two white cups of trendy corolful beetroot latte with love art latte. Valentine's concept. Concrete grey backdrop.
Everyone has certain brands they like and are to which they are loyal. It might be tagline, the quality, the images, aesthetics, humor, or something ethereal. Whatever the reason, the idea came from a smart marketer.
Here are some of Clarity Quest leadership’s favorite tried and true brands:
I love it because: I just got back from a week of flights on Delta. But seriously, Southwest is very clear what travel lane they play in and they stick to it. The flight attendants are the best, using humor to defuse stressful situations. Planes board quickly and I don’t even mind most times that there are “no frills”. Their logo has always has a heart, conveying they care.
How marketing played a role: They have a super simple mission and brand statement and the leadership makes sure they live it and promote it
“Our people are our single greatest strength and most enduring long term competitive advantage.” – Gary Kelly, CEO Southwest Airlines
I love it because: I am not a “shoe guy”, but I am a fan of running and what I put on my feet plays a very important role in how much I enjoy my runs. Younger folks out there probably don’t understand that the thought of buying shoes online 20 years ago sounded ridiculous. Zappos makes it extremely easy, fast and affordable to comb through hundreds of options with easy-to-use filters (by brand, color, width…) and I typically receive my order in one day.
How marketing played a role: You can never get a good feel for the comfort of your running shoe until you… run in them! Zappos has won me over for life with their 30 Day Runlimited TM guarantee. They encourage customers to use the shoes as much as they can and if you don’t like them after a month, you can send them back for free. That type of guarantee make it difficult for anyone to shop elsewhere.
I love it because: As someone who appreciates consistency, my loyalty is a very small price to pay in return for the perks. From the luxurious benefits (an ocean-front suite upgrade with chilled champagne on my Hawaiian honeymoon) to the more basic (restaurant comps and free nights) — all of the ways Marriott makes its members feel special enhance the travel experience.
How marketing played a role: Their new rewards program branding (Marriott Bonvoy) offers a fresher, more exciting vision that can make a bigger splash in a very crowded travel rewards and booking market. Beyond marketing, it comes down to customer service for Marriott. Keeping each individual member happy is what leaves a lasting impression and builds momentum.
How marketing played a role: Their priceless campaigns directly reflected their message, “There are some things money can’t buy. For everything else, there’s MasterCard.”, and served as a constant reminder to value experiences over things.
Yep, we’re also fans of the brands we helped create and grow.