When Sparks Fly

Long-lasting bonds happen when “loyalty flashpoints” strike. By Lauren de Simone. I was on a flight last week and the guy sitting next to me had a Harley-Davidson logo tattooed on his arm. Did he work for Harley? Was he a weekend biker? Why Harley? What kind of brand-bond would possess a person to tattoo a logo on his body?  I had to ask.

Turns out, yes, he has a Harley — actually a few of them. He started riding in college and has been at it, off and on, ever since. On one ride, about 10 years ago, he and his friends decided to stop in Prescott, Arizona. They went out for the night, and he met an amazing woman who would become his wife and with whom he now has a family … and a few more Harleys! This got me thinking about that powerful, indelible moment, when an experience combines with a connection to form a brand and loyalty is formed. Here comes the science: The loyalty some people feel for brands is not all that different from the love they feel for each other. read >>