Colgate toothpaste rocks. I have bought it for years and years. The Colgate company can count on me buying their brand at least tens times a year. Nothing can stop me...or can I be stopped?
Yes I can. I walked up to the aisle at Target, spotted the Colgate
and noticed something very wrong with the situation.
Was it the price? Nope.
Was it a new toothpaste that caught my eye? Nope.
Was it the picture of Jeff Gordon on the package? Nope.
It was the fact that there was not a free toothbrush included in the packaging. You see, I would buy Colgate every time (regardless of price) because the package of toothpaste always included a free toothbrush. That is how I gauged when to change my toothbrush at home. Out with the old, in with the new. Damn them for messing with my oral hygiene.
They f*ed with their differentiator. Toothpaste became a commodity again. I shopped by price and presumed quality. I did not even consider Colgate that time because they betrayed me. I was betrayed by the brand. My loyalty wavered.
The funny thing is that I will return to Colgate if they give me a free toothbrush again. They can even increase the price to account for the toothbrush. Two key byproducts of brand loyalty: 1) increased commitment, and 2) increased willingness to invest.
Bring me back, Colgate. I am waiting...
To what brands are you loyal? Why?