The debate over how to create and sustain brand loyalty among a customer base is constantly present in today’s marketing conversations. Today’s buyers demand the lowest price, authenticity, convenience and a real connection to the brands they purchase. Buyers progress from “like to love” if brands deliver on these key demands.
I’ve been thinking that this is no different to how individuals choose the cities in which they live. Of course, career, education, family, etc. contribute, but for a city to acquire and maintain their customer base (its citizens), they have to compete just like any other brand. And this is where I think Atlanta is on a roll! Organizations like ChooseATL, Invest Atlanta and Plywood People know this and play important roles in our branding our city.
Every day we see Atlanta making strides in improving and preserving its brand loyalty. The people who live in and around metro Atlanta are falling in love with their city all over again. Want to know why?
Georgia’s capital has become a burgeoning scene for world-class restaurants, concerts, breweries, art and cultural festivals. With markets like Ponce City and Krog Street, new sports stadiums for the Braves and Falcons, walking and bike paths via Piedmont Park and the Beltline, Atlanta is flourishing. And we have Ford Fry! Through these competitive offerings, the city has captured the adoration of its dwellers.
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While these amenities bring unlimited enjoyment to weekends, weeknights and free time, Atlanta is also home to a prosperous work force. Delta, The Home Depot and Coca-Cola are just three of the sixteen Fortune 500 companies headquartered here. Add in the countless maturing startups such as Mailchimp, Kabbage and Pardot and collaborative work spaces for every shape and size, you can easily see why industry is booming. Not to mention, Georgia’s film industry now ranks third behind New York and California.
Atlantans are creative. They are innovative. They are determined. And we can’t wait for what’s next in our city! Unique features, abundant options, affordability – and most importantly an authenticity that can truly be felt among its residents – Atlanta is well on its way to creating a brand that inspires unwavering loyalty.
Marketers, what other brand lessons can we learn from our city?