Some brands have it easy …really!

Is your brand timeless or is it just another passing fad. Do you evoke perceptions of quality? While you may not be the most expensive, you never want to be the least expensive. Do customers either love you or hate you? For Affinity Brands there’s really no in-between.

Gather a few Affinity Brand owners together, and chances are good they’ll be quick to defend the products and services of the brand, even when it requires a strong belief (think aviators, boaters, farmers, RVers and bicyclists, for example).

These Affinity Brand owners will line up to buy a product that fulfills a perceived lifestyle and creates a personal identity based on interest alone. How easy is that? This highly sought-after brand classification is due to one secret ingredient: perceived exclusivity. For Affinity Brands, marketshare is meaningless, and is seldom the measure of success. In fact, few consumers can or are willing to choose these brands. And while they remain the envy of many, for whatever reason they’re simply perceived as not for everyone (think Apple or Cessna).

But Affinity Brands are not without their challenges—the greatest being consumer consideration. This is due to the common reality that there a fixed number of prospective buyers available in the marketplace. Affinity Brands rarely market to convince a prospective buyer to purchase; rather, they are only asking for consideration during their selection process.

Affinity Brands realize their prospective customers shop with intent, so marketing efforts should be steered toward making prospective customers aware of their brand. Doing so effectively leads to brand engagement and ultimately a higher potential for brand champions.

We welcome the opportunity to share a few case studies with you. Call us at 913-438-1004.