On this resurrection Sunday I think it appropriate to use this morning’s Sunday Church visit to make a point about brands. You see every second Sunday we Finbarites add to our market share mainly through growing our existing customer base, by baptising the faithful’s babies. So you know that the share numbers are going up when you see the car park full and certain pews are reserved for the new converts and their families and friends.
And what does the brand captain (aka priest) do at this monthly event? He takes the opportunity to remind all present, not just the babies, of the beliefs of the brand. And he gets the faithful to recite and affirm the beliefs. And we proclaim these beliefs loudly or the brand captain coaches us to do so. Saying something out loud has a way of getting into your thick skull. It is likely that some of the friends there for the special occasion, who have not already signed up, might be smitten by the brand. You see friends don’t all use the same brands. However, it is a established fact that friends trust the advice of friends on brand selection more than any other source.(including advertising) So when friends see their friends in this uplifting environment sometimes it leads to brand conversion.
So today we did all the right things at St Finbar’s. We brought in new customers. We reminded the old ones why they continue to make the right decision. And we may have planted a seed among a small group of possibles for future growth. No doubt, as is customary, the event has moved to a home where suitable solid and liquid refreshment will commemorate the special occasion…..likely a less sober method of brand appeal.
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