Ryan O’Connell.
Ryan O’Connell, Chief Strategy Officer & Founder, jnr.
In the lead up to the Super Bowl, and most definitely in the wake of it, it was fascinating to witness the opinions and commentary coming from both sides of the political fence in America.
It seems bizarre to even write this sentence, but rapper Bad Bunny became the latest flashpoint in the ever-widening chasm between the ‘left’ and the ‘right’ in the United States.
Given the Puerto Rican singer has been an outspoken critic of some of US President Donald Trump’s policies, it’s instantly made him an enemy of Republicans, whilst simultaneously earning him fandom with Democrats.
This ensured the exact same Super Bowl halftime performance by the Grammy winner was labelled (amongst other things) as “disgraceful”, “disgusting” and “worst ever” by American conservatives, while conversely, progressives described it as “joyous”, “inclusive” and “one of the best ever”.
To reiterate, this was the exact same halftime performance that elicited such diametrically opposed comments.
It’s simply the most recent topic the two sides have completely divergent opinions on, and a large reason for the division is rooted in the blind loyalty the majority of Democratics and Republicans have for their respective parties. One often gets the impression that political supporters feel their party can do wrong, and they will always support it, no matter what.
It’s the type of loyalty everyday brands would love to have.
Which prompts the obvious question: can brands ever achieve that level of loyalty?
This is the part where you’re probably expecting a pompous LinkedIn-style sermon on marketing. With a requisite headline like ‘What marketers can learn from the United States political division’. Or even better, ‘What marketers can learn from Bad Bunny’. No, hang on, I’ve got it! ‘How your brand can be as blindly loved as Donald Trump’.
Sadly, you might be disappointed to learn that my answer to the question ‘Can brands ever achieve the same loyalty as political parties?’ is . . . a big fat no.
(Caveat: Personally, I don’t consider sporting teams or countries as ‘brands’. Which is lucky, because if I did, I’d have to change the answer I just gave.)
Understanding political preference and why people support one party is its own article - in fact, it’s more likely a thesis - but it’s usually based on a complex mix of upbringing, environment, identity, psychology, and other powerful influences. Yet whatever combination it is, there’s no question it breeds staunch loyalty.
Yet asking whether brands can achieve that level of blind loyalty isn’t the right question, for mine. Rather, brands might want to ask whether loyalty is even something they should be pursuing.
I came across an interesting point of view recently that stated brand loyalty is a myth, and it struck a chord with me, because I’ve always believed brands should be chasing something else.
Specifically, I prefer to use the term ‘irrational brand preference’.
Not brand loyalty. Not brand love. Not brand affinity. Irrational brand preference.
I certainly didn’t create the term, but I do love it, because multiple pieces of research have stated that upwards of 90% of purchasing decisions are made emotionally, and emotions are definitely ‘irrational’. Meanwhile, ‘preference’ is a much more realistic observation for how people choose, shop and interact with brands.
So, how can brands achieve irrational preference?
Well, that’s best part, because advertising is one of the best levers you can pull to achieve it. So brands shouldn’t just invest in great advertising, they should demand it.
Look, I know we went on quite the journey here. From the Super Bowl, to Bad Bunny, to American politics, to blind loyalty, to brand loyalty, before finally (mercifully?) landing the plane on an actual point.
However, I think it was necessary, because a short and punchy ‘Ditch brand loyalty for irrational brand preference, and do it via great advertising’ wouldn’t have been quite as much fun. For me, anyway.
It most certainly wouldn’t have gotten Republicans to buy Bad Bunny’s latest album either.
(It’s Debí Tirar Más Fotos, by the way.)