Some Musings on Brand Loyalty

VermontEdge

VermontEdge

Joined
Jun 10, 2015
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Brand loyalty is an interesting thing, both in general and here on the forum.

I’ve always loved things, which some would consider “materialistic” though I would disagree. Over the years I’ve been into different things, from video games to raw denim jeans. And, for me, these are more than just hobbies…they’re genuine places of interest and affection for me. When I pick up a beautifully made and designed knife it elicits a certain feeling for me that I’m sure a lot of people can relate to.

As a result, when we find a particular brand that does this habitually, where every time we pick up a knife from __________ knife company we get that swelling of excitement and appreciation, I think it’s natural that we start to form a kind of bond with that brand, and as a result they become very special to us.

Of course, people like different knives for different reasons. Some like durability, some like ergos, others like steel choice or tolerances or value or aesthetics…and on and on. None of these reasons are correct and none of them are wrong, but they do result in different preferences. So, if you’re a durable knife kind of person, and you find a brand that makes (in your opinion) the pinnacle of a durable knife, it makes sense that you start to really appreciate and value that knife company and the products that they make.

So when someone makes a sweeping, dismissive statement like __________ knife company is total crap, it makes sense that the same emotions that elicit brand loyalty and appreciation would turn to frustration or anger.

Similarly, when something about a certain company doesn’t sit right, whether it’s a lemon or poor design choice or one instance of a knife breaking, I think it’s natural that we put on the blinders and stick our fingers in our ears and pretend it didn’t happen.

Are these results of brand loyalty "good"? I guess not. Ultimately, I think it's important to have an open mind and understand other peoples' reasons for loving a brand that you don't love. Similarly, I think it's important to recognize that all brands and companies have their faults, whether or not we want to admit it.

Anyway, we’re all here because we love knives, and a lot of us have brands that we love. I guess my point is just that…I think this is something to celebrate. It’s great that we all feel so strongly. But I think that it’s also important that we consider and understand that the reasons that you feel loyal to knife company A are the same reasons (more or less) that someone else feels loyal to knife company B.

I think brand loyalty is natural and, in most ways, a great thing. I’m a Spyderco guy, and when I pick up a Spyderco knife for the first time it’s usually an unrivaled feeling of appreciation and awe. I love those knives. I think it’s great to love knives like that. If you love ZT or Benchmade or Buck or CRK or Strider or Emerson…or any of the other brands out there, I’m on board with you. I think it’s great that we can all care so much about a brand and a product.
 
For me, brand loyalty is based on a lot of factors - obviously, the products have to be really well made, and long-lasting, but that's only one part. They should also be made out of environmentally friendly materials, and ideally made by hand (for products where that isn't absurd). Their employees should be treated well, with good pay, plenty of respect, and reasonable policies - ideally the entire workplace should be unionized. Customers service should be excellent, and the business shouldn't engage in any deceptive or manipulative practices.

For reference, my favourite companies are Himalayan Imports, Tilley Endurables, and Stanfields. None of them are perfect, but they all come reasonably close.
 
What you describe at first seems more of an exception for me.
Am I not normal? I don't have a favorite sports team or car maker. It takes as much as a world cup to get me to watch my countrys soccer team and even then it's cool if others win as long as they played better and weren't super rough or had a judge favor them. I wouldn't cry or celebrate like crazy though if my friends do I would still join them.
Same with political parties. Non of them is 100% with me on every issue and I'm not a fan boy defending all their claims when I know they are bs. Liberals got some cool things and conservatives too and both get some things wrong in my opinion.
I got favorite shoes because they fit. The moment other brands offer the same size I give them a try too.
I see myself as very objective in most decisions I make. Maybe it's just an illusion?

I bet most people have ways of rationalising their choices. Do Apple fan boys see themselves as brand loyal or do they simply think they got the best computer the best phone the best Tablet for their needs? Did they really make a rational decision everytime they bought apple or are they victim to brand loyalty without even realizing it?
 
Never have been personally.

Also never been one to hero worship either.

Never cared about celebrities either.
 
Brand loyalty is great for companies, it's pretty much awful for consumers. It's hard not to feel it, as I think it's a very human reaction, but it definitely hurts us in terms of getting the best value available, no matter what value is in your mind. Let's face it, if we, the knife enthusiast community, were to actually look out for our own best interests you simply wouldn't see much of the passionate defense of X company and bickering about fanboys and haters.

If we're honest about capitalism, it's set up for us to be mildly antagonistic towards any and every manufacturer, because we're really and truly the ones who can hold their feet to the fire. That doesn't mean yelling they all suck or every knife X makes is crap, as that's just as nonsensical as staunchly defending a brand no matter what, but it means we should be critically eyeing every new offering and denouncing those that aren't competitive through our speech and with our wallets.
 
I'm not a loyalist but I do favor some brands based on previous experience. For knives, if I buy a Benchmade, Spyderco or ZT, I pretty much know what to expect as far as designs and build quality. I often venture into other brands and I am usually pleased and seldom disappointed, mainly because I will research before buying. You have to be careful when reading forum opinions because sometimes people just repeat what others have said without actually having any firsthand experience.

Politics and sports bore the crap out of me so I have no loyalties there. I'm not into celebrities either although I have my favorite musicians and authors, actors and TV shows.

I get loyalty but I will never understand blind devotion. Nothing is perfect.
 
Brand loyalty has evolved into fanboyism and hand in hand with that is the mindless bashing.

It's not enough to state you like Brand A. You also must validate your choice by denigrating all the other choices.
 
Brand loyalty is fine, but I think it damages objectivity. When you develop loyalty to a brand, you tend to loose the ability to look at offerings from that brand with a critical eye.

In the folding knife world, I think Spyderco has a wider and deeper brand loyalty than any other company. As a result, Spydie fans are probably some of the most outspoken and avid in the industry. Unfortunately, they don't tend to be very objective about the strengths and weaknesses of Spyderco knives (I can hear "that's because they don't have any weaknesses", lol). Fandom is a beautiful thing, but it doesn't do the best knife reviews.

P.S.: I'm not trying to pick on Spyderco either, only using them as a knife brand with the largest fan group.
 
I honestly don't understand "brand" loyalty. It seems like a screwy modern replacement for personal loyalty in an age where that is discouraged. In another time, it would have made sense to be loyal to the products of a certain blacksmith, because his personal efforts had a direct personal effect on your life. But taking that same set of emotions and assigning them to a corporation which might have no personal loyalty to the designers and machinists it employs is, to me, like falling in love with a blow up sex doll.


Like the way we now give the respect and adulation once given to an explorer or warrior to celebrities and athletes, the modern conception of loyalty has taken this weird and dehumanizing turn. "Zero Tolerance" or "Buck" isn't a person, family or even nation. It is a copyrighted word and a tax filing status. The things we say we are loyal to could change overnight to serve the needs of the body corporate, discarding the people, ideas and philosophies that we associate with that word. And that happens ALL THE TIME.
 
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Hackenslash said:
Brand loyalty is fine, but I think it damages objectivity. When you develop loyalty to a brand, you tend to loose the ability to look at offerings from that brand with a critical eye.

In the folding knife world, I think Spyderco has a wider and deeper brand loyalty than any other company. As a result, Spydie fans are probably some of the most outspoken and avid in the industry. Unfortunately, they don't tend to be very objective about the strengths and weaknesses of Spyderco knives (I can hear "that's because they don't have any weaknesses", lol). Fandom is a beautiful thing, but it doesn't do the best knife reviews.

P.S.: I'm not trying to pick on Spyderco either, only using them as a knife brand with the largest fan group.
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No offense taken! And I totally agree with your thoughts.

I guess I was thinking, in my original post, about brand loyalty as a result of repeated positive experiences with a brand. When that's the reason that you believe in a brand, because they deliver time and time again (in your opinion and fulfilling your own requirements of a good brand) I think they've earned a certain amount of respect or loyalty.

Does this make other brands worse?
Definitely not.

Does this mean that you only buy that brand?
No way.

Instead, if I appreciate a brand, I believe in it. Maybe that's the best way to put it. And I see this as being different from blind fanboy-ism or blind bashing of everything else. Instead, it's just being able to say "I Love Zero Tolerance!". If you love them, buy them, use them and appreciate them, I think it's natural that you would then sing their praises and feel a loyalty to them.

Brand loyalty, to me, doesn't mean that you don't try other brands or turn the occasional critical eye to your brand of choice.

When someone comes on the forum and asks for advice on a particular knife I really enjoy being able to recommend a product that I believe to be of really high quality and that has brought me great joy in the past. I think it's only natural.
 
I was loyal to various brands (not necessarily knives) until I started seeing how offshoring production, mergers and acquisitions, firing and hiring and overall changes in direction affected quality, consistency and customer service. I'm a guitar guy and saw these factors really hit some of my favorite brands. Since getting into knives more heavily and buying some older knives, I've been able to better understand when people talk about the decline of Brand A or lack of innovation by Brand B. Now, brand loyalty has very little to do with my buying decisions.
 
My brand loyalty is based in logic, experience, reputation, quality, service, and convenience.

Your brand loyalty is based on rampant fanboyism, irrational emotionalism, gullibility, and advertising. Duh.

Even if we're loyal to the same brands.
 
I love KNIVES.
But, I have huge respect For Sal Glesser and Jerry Busse. There are others.
rolf
 
Any kind of brand loyalty is at least to some degree intellectually dishonest, as are all-inclusive and broad-sweeping generalized criticisms. Spyderco makes some great knives and some bad knives. Benchmade does the same. Emerson does the same. Kershaw does the same. SOG does the same.

What makes a knife "good" is a matter of personal preference. You might find an entire company's catalog falls into either category given your own personal tastes. I have found most companies have something of interest to me. I own two Kai knives (0452CF, CQC4K-XL), two Spyderco knives (Roadie, HAP40 Endura), three Cold Steels (Counterpoint 1 in BD1, Bowie Spike, Pro Guard), a SOG and probably a second soon (Access Card wharncliffe VG10, probably getting a Snarl soon), a GEC (Oiled white bone 47 Northfield Viper), and even some Rough Riders and a Ka-Bar traditional folder (Dogs head Barlow)

Brand loyalty is a reasonable response to being treated well by a company and their products, but is limiting in unnecessary ways. There are no brands I "hate" and I at most have more respect for certain companies. Microtech is as close to I get to disliking a whole company and their catalog, as the proprietary screws and incredibly poor customer service track record are huge marks against them in my book. All the same, their knives sell for a lot and quickly - so my perspective on them is clearly just my own.

I don't begrudge brand loyalty, but it does strike me as wholly pointless. The brand makes things you like. Neat. They're still just a company making products, and it's not as if there is a cause or philosophy behind the knives that validates any kind of loyalty or zeal. It's not a war, or even a competition. There aren't camps or groups. You're not a "spyderco guy" unless you decide to self-identify as one... Which requires nothing but the decision to do so. It means nothing to anybody but the person who has made that decision about their own identity.

Buy from whoever you want, but keep your personal opinions about a brand or type of knife to yourself unless it's constructive or relevant. Nobody needs to have their favored brand crapped on and nobody needs to defend their own personal preferences.
 
Yalius said:
My brand loyalty is based in logic, experience, reputation, quality, service, and convenience.

Your brand loyalty is based on rampant fanboyism, irrational emotionalism, gullibility, and advertising. Duh.

Even if we're loyal to the same brands.
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Good sir, if you have a newsletter, I would like to subscribe to it.
 
I understand what brand loyalty means with a car - you replace your Ford with a Ford. With knives does it mean that you only buy Cold Steel? Or that you buy other knives, but you buy everything Cold Steel makes?

Or is it just a state of mind and excuse for certain behaviors?
 
RX-79G said:
I understand what brand loyalty means with a car - you replace your Ford with a Ford. With knives does it mean that you only buy Cold Steel? Or that you buy other knives, but you buy everything Cold Steel makes?

Or is it just a state of mind and excuse for certain behaviors?
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Clearly, it means different things to different people. It's like trying to quantify the aspects of affection. Different people value and feel different things for different reasons. It's all incredibly person-specific.
 
Comeuppance said:
Clearly, it means different things to different people. It's like trying to quantify the aspects of affection. Different people value and feel different things for different reasons. It's all incredibly person-specific.
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If it is a meaningless term because no actual "loyalty" is required, then let's dispense with it and call it brand affection.

Loyalty is something earned that benefits both parties. That is not the same as hitting "Like" on Facebook.
 
Maybe "brand fandom" makes more sense than "brand loyalty". I dunno, I like saying that I'm a fan of this or that, whether it's a band or a director or an author or a knife company. I know there are fundamental differences between an artist and a company...but being a fan of certain products or quality makes me feel more invested as a knife collector and user.
 
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