Some Musings on Brand Loyalty

Forget about brand loyalty, what about knife loyalty? Almost every brand out there probably has had some duds, should we really hold that against them? In an ever evolving market I'd say we should not. We should also not defend the duds just because of the name. If something isn't right, we as the consumer have the power to change things if we play our cards right. Blind loyalty will lead to product failures that will keep being produced when the money is still coming in. It is in the best interest of the consumer to spend their money wisely using an objective perspective in every case. In the same breath I would also say that everyone can spend their money how they want, and that's the beauty of a free market; however, nobody wants a crappy product.
 
Hey all,
I've really been enjoying reading all the responses so far! All pretty respectful.

Just a thought. I've heard this sentiment a little: I pay 200 dollars for a knife, therefore it should be worth 200 dollars, and therefore that brand doesn't deserve my affection or loyalty because they're only delivering what should be expected.

I think this is sound logic, but unfortunately it's not often the case. I think that a positive thing about feeling positive toward a brand is that I feel confident that a knife will deliver.

Ideally, if I pay 200 dollars for a knife (and this is just an example) that knife should be worth 200 dollars. However, unfortunately, we all know that this isn't the case. It SHOULD be the case, but it's not.

Instead, I think it works like this:
I pay 200 dollars for a knife from a certain brand. That brand totally delivers, and therefore I will continue to buy from that brand under the assumption that their knives are worth their price tag.

It's not: I pay 200 dollars for a knife and therefore it should deliver.

Rather, I think it's more like: I paid 200 dollars for a knife, it delivered, and therefore I should continue to expect this brand to bring me quality. When it no longer delivers, I will no longer buy from this brand.
 
Well no ones perfect, and I've bought knives from most of the major manufacturers. Some of them I liked and kept. I don't think anyone is wrong for preferring one brand over the other. Heck I'm probably going to end up with a boat load of Emersons soon, just a personal preference.I'm also wanting one of those Todd Begg Kwaikens.
 
I tend to look at knives from only a number of companies. For example, I have never really handled a Benchmade knife to any great extent because I have been satisfied with the brands I have chosen for the most part. I occasionally branch out and more than likely, I will eventually buy a Benchmade knife of some kind.

Years ago (like when I first joined BF), I developed a loyalty to SOG knives. (I can hear the unspoken reactions and don't need to read them.) I bought their stuff and looked forward to new offerings. This carried forward until their Sogzilla line with the hole (spydie copy as far as I'm concerned.) I broke from them even though I still purchased a few more of their knives after that point. Now I seldom even look at them, much like Benchmade.

I do like Spyderco folders. They have not let me down. Last year I purchased a Kiwi 4 and was a bit skeptical of the price in terms of value. I still am, but I really like the little knife.

I like Great Eastern Cutlery (GEC) slip joints. They have not let me down and have consistently delivered a pretty well made knife.

I like Victorinox saks and in general have a favorable view of the Vic line of other products. So, when I see their name, I tend to feel I don't need to be as critical in looking at their products. An example are some trekking poles. I purchased them at Sams Club and didn't use them for a couple years. Just this past week I decided that I needed to use them. I did and I was pleased.

Speaking of Sam's Club.... they sometimes carry a line of khaki pants from time to time. When in a store, I'll wander down that isle looking for the brand. If I see it, I often buy a pair of slacks because I have been totally satisfied with them and assume that the product will be fairly well made, sized consistently, and a good value. I basically have been moving away from the cheaper cargo pants for work.... have probably 10 pairs or more and seldom wear them for anything. I use them now essentially like I would an old pair of jeans that I don't care if I get paint on them or tear them. I did the same thing with basic jeans years ago.... just moved away from wearing them much. Still have many pairs that fit.

So it really boils down to being somewhat open to other company products, but I tend to be slow to move from what I am comfortable with already. I generally don't need the "best", but I do like something that is well made.
 
VermontEdge said:
Hey all,
I've really been enjoying reading all the responses so far! All pretty respectful.

Just a thought. I've heard this sentiment a little: I pay 200 dollars for a knife, therefore it should be worth 200 dollars, and therefore that brand doesn't deserve my affection or loyalty because they're only delivering what should be expected.

I think this is sound logic, but unfortunately it's not often the case. I think that a positive thing about feeling positive toward a brand is that I feel confident that a knife will deliver.

Ideally, if I pay 200 dollars for a knife (and this is just an example) that knife should be worth 200 dollars. However, unfortunately, we all know that this isn't the case. It SHOULD be the case, but it's not.

Instead, I think it works like this:
I pay 200 dollars for a knife from a certain brand. That brand totally delivers, and therefore I will continue to buy from that brand under the assumption that their knives are worth their price tag.

It's not: I pay 200 dollars for a knife and therefore it should deliver.

Rather, I think it's more like: I paid 200 dollars for a knife, it delivered, and therefore I should continue to expect this brand to bring me quality. When it no longer delivers, I will no longer buy from this brand.
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I'm actually kind of on the same page, past performance will often predict future quality, but I do think it's in our best interest to be suspicious and tightly check quality on the products we receive. It's far too easy with brands we like to just let minor QC issues slide when we're really not doing anyone any favors by doing so.

There's also the flip side of what you're discussing. It is distressingly common to receive a $200 knife that's not at all worth the cash. However, it's frequently actively discouraged to talk about it, whether you're warning others or even just trying to determine if this is the odd lemon that slipped through or an endemic problem. When we, as consumers, act to protect a brand and silence other consumers we're shooting ourselves in the foot, and you see it ALL THE TIME on this forum. That's the kind of brand loyalty that I strenuously object to.
 
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Agreed, overlooking everything because you're enthralled with them helps how?
Insipid Moniker said:
Again I completely, but respectfully, disagree. I don't think brand loyalty prods ANY brand to do better and, if anything, I think it encourages complacency. When we're loyal we look past flaws and mistakes. That's just a part of being loyal, and that's great in some circumstances, but it's definitely not great in terms of getting companies to improve the products they offer. If your sales don't suffer and you aren't criticized when you screw up where's the incentive to do better?
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Too many words. I see knife, i like knife, i buy knife. You no like knife, it okay.

Seriously though. As individuals, we can like and buy and use whatever we like. That's why there are so many options. No two people are exactly alike. Isn't diversity great?!
 
I have no brand loyalty I can think of. I have knives from different makers. I like them all for very different reasons. I like the lock up on my cold steel knives. I like the blade shape on my spyderco knives. I like the design of my kershaw knives.
 
I was a bit of a brand snob in the beginning of my EDC/Knives/Guns hobby as I honestly didn't know a damn thing and was going off of the raving reviews I read online.

I used to think Busse could cut a tank in half and was the steel equivalent of a light saber. Once you buy an ESEE/BOKER, you realize there is green grass other places too and none of them can cut tanks in half. I still love my Busses though!

Throughout the years of collecting and owning many, many, many, many brands, I've come to realize that most of the "upgrades" are really unnecessary and frivolous for the most part. I carry many knives that are worth well over a few hundred dollars and when I compare them to the lesser knives I've owned in the past, I really can't tell you what they do better. Sure, steel properties change as the quality goes up but for the most part I seriously doubt that 95% of owners would ever be able to truly appreciate that. I've been cutting cardboard/zip ties/paper/tape/etc with my SAK Super Tinkerer for about two months and I haven't sharpened it once. I use it daily.

That being said, I'm still quite guilty of brand preference as I would like to call it. I own to many knives to be considered loyal to anyone ;)
 
Insipid Moniker said:
Again I completely, but respectfully, disagree. I don't think brand loyalty prods ANY brand to do better and, if anything, I think it encourages complacency. When we're loyal we look past flaws and mistakes. That's just a part of being loyal, and that's great in some circumstances, but it's definitely not great in terms of getting companies to improve the products they offer. If your sales don't suffer and you aren't criticized when you screw up where's the incentive to do better?
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Sometimes a "brand preference" person will take the time to comment or critique something about a specific model where others might not bother. And sometimes the company will take those comments to heart and improve the model to correct the problem. And sometimes listening to your "brand preference" person's comments is incentive to improve.....sometimes.

sal
 
Sal Glesser said:
Sometimes a "brand preference" person will take the time to comment or critique something about a specific model where others might not bother. And sometimes the company will take those comments to heart and improve the model to correct the problem. And sometimes listening to your "brand preference" person's comments is incentive to improve.....sometimes.

sal
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I sincerely appreciate you taking the time to chime in here, as it's always a great thing to get a manufacturer's take on things. This is a valid argument, and one I support. I think that when we do have stronger preferences for a brand, particularly a brand that is know for excellence, we should, as consumers, do our best to hold them to that standard. Unfortunately, and I think your shiny footprints philosophy is an attempt to avoid this, we often see people leap to deeply emotional defense of the brand they prefer, even in the face of valid critique from fellow fans. That's when I think brand loyalty works strongly against us as consumers.

On a side note, I may not be loyal to Spyderco, but I have tremendous respect and admiration for you and consider you a true asset not only to the knife community, but also to the business community at large. I aspire to run my business the way you do yours.
 
I suspect that this discussion is an example of what must drive marketers crazy. Brand loyalty is a nuanced component of the buying process as the many views and opinions expressed has shown. Personally my own level of loyalty to any brand is a reflection of my identity, either actual or aspirational. As such I find myself drawn to those brands whose own identity is clear and appealing. Often times that is the result of an owner or founders influence and expression in the product. Brands such as Emerson, Medford and Spyderco reflect that. Brands such as CRKT, SOG or ZT seem too commoditized although collaboration pieces off-set that somewhat. Custom pieces of course have a much easier time in achieving such clarity, albeit at a premium price.
 
I like the term "brand preference" as Sal used, and I think it is different from "brand loyalty."
 
Insipid Moniker said:
Again I completely, but respectfully, disagree. I don't think brand loyalty prods ANY brand to do better and, if anything, I think it encourages complacency. When we're loyal we look past flaws and mistakes. That's just a part of being loyal, and that's great in some circumstances, but it's definitely not great in terms of getting companies to improve the products they offer. If your sales don't suffer and you aren't criticized when you screw up where's the incentive to do better?
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You're talking a different thing here.

I'm talking about basic brand loyalty...not denial fanboyism.

As I had mentioned, I'm not afraid to criticize where it's necessary. You can have brand loyalty, even with criticism.

I agree that complacency and acceptance of mediocrity just breeds it for the rest of us. But that 's a different subject with more impetus on the acceptee.

If your definition of brand loyalty includes "looking past flaws and mistakes," it's different than mine. In my life, what you describe there applies only to spousal loyalty. :)
 
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EChoil said:
You're talking a different thing here.

I'm talking about basic brand loyalty...not denial fanboyism.

As I had mentioned, I'm not afraid to criticize where it's necessary. You can have brand loyalty, even with criticism.

I agree that complacency and acceptance of mediocrity just breeds it for the rest of us. But that 's a different subject with more impetus on the acceptee. :)
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I think this is, in many ways, the crux of the matter. Brand loyalty means very different things to different people and is often a fairly loaded term.
 
sharp_edge said:
I like the term "brand preference" as Sal used, and I think it is different from "brand loyalty."
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Could well be more technically correct.....especially in this case. The term "brand loyalty" never implied overlooking flaws to me. Apparently it can to others though.
 
Insipid Moniker said:
I think this is, in many ways, the crux of the matter. Brand loyalty means very different things to different people and is often a fairly loaded term.
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Bingo. Defining our terms at the start of this thread would have been helpful, haha.

We could be talking about:

Brand appreciation
Brand affection
Brand preference
Brand respect
Brand fandom

The list could go on and on...
 
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