The Multi-Branded Human

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I’ve said several times that my next car might likely be the Cadillac CTS (maybe even the CTS-V). I like the car. I think it’s the Batmobile. Because of a tweet, I got to visit GM headquarters and drive one. Heck, I even got to meet GM’s top guy, Fritz Henderson, and talk about listening technology and what he could really learn about people’s feelings about his brand, versus what surveys reveal. I’ve owned and driven GM products since my 2nd car (Chevy Citation), including my most recent (Saturn VUE). I’d say that makes me pretty loyal to the brand as a consumer, yes?

But when we think about brands and brand loyalty, it’s strange to consider what that means from the company’s side of the equation, versus what it means from the consumer’s side. For instance, every computer in my house is an Apple except for my (rarely-used) netbook. I’m thinking of loading Windows 7 on it, because I’m hearing so many good things about the OS. Does this make me LESS loyal to apple? I’ve got an iPhone, but I’m seriously thinking about checking out Verizon’s Droid when it comes live. Does that make me a bad Apple customer?

I have two Visa cards from two different banks. Am I less loyal? I have an AMEX card. Am I less loyal?

When I work with a company, I put my business intentions around helping them succeed. To that end, it wouldn’t suit me to work for Coke and Pepsi at the same time. (Pepsi and I did some work in March, and I’m friends with some of their great team.) I visited Coke headquarters last week, and I might possibly do something different with them. Do you think that will cross streams? That I’ll somehow negatively impact the experience by working to improve business communications and human business within the organization?

A few months ago, the mix was Panasonic and Sony. Next month, it’ll be two other big brands.

Here’s the thing: we, as consumers, are in the business of using the products of multiple brands. It’s how we operate. I, as someone running New Marketing Labs am in the business of equipping companies with successful projects that move the needle. Do I overlap what I learn from one competitor to the other? No. Industry to industry? Hell yes. Why hire me if you don’t want a benchmark of what’s worked or not worked in another organization?

I’m curious as to your thoughts. I have a feeling that PR professionals might have something different on their mind than marketers and non-PR types. Just a hunch, but we’ll see how it bears out in the comments.

As for me, I don’t feel that my loyalty is what’s for sale when I work with organizations. I maintain their privacy. I perform with their best interests in mind when under their hire. I don’t divulge competitive data. Seems like I’ve got it covered.

What do you think?