A Few of My Favorite Things
Brands and branding. We talk about them a lot in this business. A song by Taio Cruz called “Dynamite” has a line that says, “I’m wearing all my favorite brands.”
So what is it that attracts us and keeps us in the grip of a brand? Some of my own brand loyalty goes back to my youth. With others, there’s some association with an experience, perhaps. I was thinking today about my favorites, and then I started asking myself why they made the list.
Here are a few (not an exhaustive list by any means and in no particular order):
- Apple – the best designed, best made, easiest to use technology products on the planet. Oh, and their computers power our entire industry.
- Starbucks – my favorite fuel for the day. Has powered our office for at least 10 years (when we threw out the nasty Folgers. Sorry, Folgers.).
- Coca-Cola – there’s only one soft drink company for me. I don’t drink a lot of soda, but when I do, make mine a Coke Zero.
- Davidoff – a nice cigar with a glass of whiskey. They make a nice cologne, too.
- Woodford Reserve – speaking of whiskey… this bourbon just can’t be beat around a crackling fire.
- Delta – airline travel is a lot different than it used to be, but when I think about the flights I’ve taken since I booked my first flight to New York on Piedmont, Delta has been my overall fav.
- Patagonia – a rain jacket I bought twenty years ago is still my favorite.
- North Face – from my indestructible gym duffel to my 2-man backpacking tent to my sleeping bag. A lot of great camping memories.
- Mad River Canoe – same thing. A lot of great memories in my 15-footer.
- Litespeed – maybe it’s because they got started in and stayed in Chattanooga (where my wife and Mom are from), but I know a lot of folks who agree that Litespeed makes the best-performing road bikes in the world.
- Bosch – maybe it’s because I loved their platinum spark plugs that I put in my ’83 Rabbit GTI, but I also love their sexy front-loading, high efficiency washers/dryers, too (though I don’t have one).
- Volkswagen, Audi, BMW, Porsche – yeah, I like German engineering.
- Wall Street Journal – the best newspaper in the world. Period.
- McKinsey & Company – a management consulting firm that has some of the best thinkers and research I’ve read.
- The Pew Charitable Trusts – I truly respect the good in the world that Pew does on a daily basis.
- Four Seasons – I’ve never stayed at a Four Seasons, but I’ve read about their business model, and it’s one I aspire to. Their service is legendary. Some day…
- Craftsman – my Dad has a thousand Craftsman tools “because of the lifetime warranty.” I do, too.
- Kohler – great bathroom stuff. I love the style and have found myself buying it over and over.
- KitchenAid – gotta love that industrial strength mixer!
- Baldwin – not the piano — expensive lock-sets and bath hardware — and worth every penny. When I’ve skimped, I’ve regretted it.
- Girard-Perregaux – the nicest wristwatch I’ve ever owned I received as a gift. I wear it daily, and its a favorite part of my wardrobe.
- Cole Haan – shoes to billfolds, I keep buying their stuff.
- Brooks Brothers – don’t have much, but what I have I love: a couple ties, a dress shirt, two polos, one suit and an overcoat. Good stuff.
- Levenger – ever since I was a kid, I was attracted to pens and paper more than toys. This company gets that kind of weird romance.
- Folio Society – based in London, this publisher makes the most beautiful books.
- Onkyo – a receiver/amp I bought 20 years ago still sits in my living room spinning jazz.
- Ralph Lauren/Polo – for the most part, it’s been a timeless brand I’ve enjoyed since I bought my first polo in high school. Love their bedding, too.
- Waverly – beautiful fabrics, wallpaper, bedding.
Think about the brands that you find yourself attracted to and ask yourself, “Why?” In a lot of cases, it’s more than the thing itself; it’s the emotional attachment. As marketers, if we can tap into that emotional core, we can build successful brands.