A the weather cools I am reminded every day that I am one of those people that tend to have dry skin and dry lips.I have such sensitivity that even an hour without application can mean painful cracking. It also means that at any one time I usually have several chapsticks floating around, in purses, coat pockets, the glove-box etc. What does this have to do with brand habits, just this: I only buy Chapstick, not Blistex, Carmax or any other of the numerous brands on the market. I am a one brand lip balm girl and have been ever since I can remember.
Why do I buy chapstick? The short answer is probably because it was what my mom bought and what she bought for me as a child. As I grew to an adult I simply became set in my ways, automatically reaching for the chapstick over other brands, regardless of price or even availability…a longer explanation goes into how Chapstick markets them self-for the girl on the go, (anyone remember the Olympic medalist snow-skiing Picaboo Street ad: “I’m the chapstick type not a lipstick type”-well being the tomboy I am, that type of marketing has always appealed to me.
To me this is an excellent example of how a brand can identify an audience and then build upon that knowledge to develop a brand loyalty that will continue for over 20 years.
Although I have been forced and even (mildly ashamed to admit) to purchase other brands from time to time, I can honestly say that I will always come back to Chapstick, for its simplicity and laid-back style. My kids use it and as long as it sells we will be a Chapstick family. So if you want a quick study in brand habits and a few tips on building brand loyalty-check out Chapstick.
Disclaimer: this post was in no way endorsed or reimbursed by the Chapstick brand-it was simply my opinion.
Cheers and happy holidays!