Iconic status, brand loyalty based on true love for the brand is rare in the world of brands. We have a transactional equation with most brands we deal with and aren’t really emotionally attached to them. Except a handful, perhaps. Land Rover is one such brand which has a huge fan following, loyalty and ‘likeability’. But how do these brands strengthen such equations? Of course it starts with a great product and then goes beyond to include great customer experience. Of late, such experiences of the brand arise out of what the brand does and not just what it says in advertising.
Take a look at what Land Rover did in New Zealand to strengthen the brand love:
What was remarkable was not just the clandestine purchase of the 1957 Series I Land Rover but the dramatic way in which it was announced through a TV commercial. Loved it.