World Cup Fever: Do Your Fans Tattoo Too?
With the excitement surrounding the World Cup, Magnus Soderlund's work on customer loyalty led him to note that the highest level of customer loyalty he could identify was when customers tattoo themselves with the logo of their supplier. The obvious and rare commercial example is Harley-Davidson customers. But in soccer, it's common for fans (not customers) to tattoo themselves with their team's insignia. Are your customers so emotionally tied to your organization that they tattoo themselves with your logo?
In asking that question during the past two years, I've only come across two examples where companies found that their customers had tattoos. Both were in the food industry, where branding is strongly funded.
Do you have an example where customers tattoo themselves? Is there a proxy for tattooing that you've noticed emerging among your most loyal fans? I'd love to hear about it.
World Cup Fever: Do Your Fans Tattoo Too?
With the excitement surrounding the World Cup, Magnus Soderlund's work on customer loyalty led him to note that the highest level of customer loyalty he could identify was when customers tattoo themselves with the logo of their supplier. The obvious and rare commercial example is Harley-Davidson customers. But in soccer, it's common for fans (not customers) to tattoo themselves with their team's insignia. Are your customers so emotionally tied to your organization that they tattoo themselves with your logo?
In asking that question during the past two years, I've only come across two examples where companies found that their customers had tattoos. Both were in the food industry, where branding is strongly funded.
Do you have an example where customers tattoo themselves? Is there a proxy for tattooing that you've noticed emerging among your most loyal fans? I'd love to hear about it.