Turning negative brand experiences positive

Brands can turn a negative experience into a loyalty-building one, if it is handled right. Coca Cola was able to retain their loyal consumers by quickly restoring Coke Classic when they displayed outrage at the new recipe. Ford and Firestone, on the other hand, both lost public trust because of their finger-pointing accusations about tire failure and stability problems, instead of coming forward with quick solutions. And now their loyal brand users are cheating on them.

Loyalty is almost an anomaly in our society today. You can’t go a day without reading about a politician, rock star, actor or sports figure who has cheated on his or her significant other. If people can’t be loyal to their spouses will they ever be loyal to a brand? Steve Jobs would probably answer “yes.” And, although it may be harder to come by than a silicon-free actress in Hollywood, once you find a way to create upmarket brand loyalty, hold on to it.