Tag Archives: Brand Loyalty

"…the long and fractious history of soft drinks, prohibition laws and race"

A friend shared, “When Jim Crow Drank Coke,” a recent Op-Ed piece from the New York Times.

It is a fascinating and enlightening piece that provides a unique and revealing slice of American history.

Click here to read the article.

Editor’s Note:

After publishing this post, I received a number of inquiries.

I take no position regarding Grace Elizabeth Hale’s historical assertions with regard to Coca-Cola.

As a marketer, I am deeply fascinated by what makes consumers loyal to a specific brand.

Brand loyalty or brand disdain goes well beyond product attributes.

For example, as with many of my contemporaries, there is a specific gasoline brand and a “fast-casual” restaurant brand that I will not patronize.

In my opinion, those two brands are tarnished and while they had the ability and opportunity to rehabilitate themselves, they elected not to do so to my satisfaction.

Three individuals whom I consider heroes and role models are associated with the Coca-Cola Company: the late J. Bruce Llewellyn, the indomitable Ingrid Saunders Jones and entrepreneur Larry Thornton.

These three individuals impact the way I view the power of brands and what they represent to me as both an African-American and a marketer.

Their actions helped to fortify the Coca-Cola brand and solidify the brand’s position.

For those who would like to read more, check out “The Real Pepsi Challenge: The Inspirational Story of Breaking the Color Barrier in American Business,” by Stephanie Capparell.

The Thing About Aunt Jemima

I’ve got this thing for Aunt Jemima.

Long before Oprah, Aunt Jemima was the first Black female icon to gain welcome entrance into homes across America, both Black and White.

This dates back to the late 1800’s.

I acknowledge and disavow the negative racial stereotypes associated with the early incarnations of Aunt Jemima.

Admittedly, my fascination has more to do with the power of the brand – Aunt Jemima empowered and inspired consumers, making them believe that they could capture “her special magic” simply by adding wet ingredients to a dry mix.

There are three Aunt Jemima print ads, circa 1943, on my kitchen wall.

They remind me, daily, that as advertisers, we have a responsibility to help craft responsible messages that are authentic, relevant, engaging and absent of offensive and derogatory stereotypes.

For additional reading on the subject, check out —

Slave in a Box: The Strange Career of Aunt Jemima by M.M. Manning

The Grace of Silence, A Memoir by Michele Norris, whose grandmother portrayed Aunt Jemima, selling pancake mix to midwest housewives

Black Characters in Search of Reality, A New York Times Opinion by Brent Staples

Good Hair

On February 25, 2009 I sent an email that contained the following text to friends, clients and co-workers.

It also included the link below.

A co-worker recently asked me,
“What is with your obsession with hair, barber shops and beauty parlors?”

Obsession? No.
Fascination? Yes!

The answer is steeped in both African-American cultural and marketing identity.
Did any of you, outside of Carol Sagers, know that the Black-hair industry is a $9 billion business?

That is $9 billion with a “b!”

I recently had the opportunity to view a new (not-yet-released) documentary from Chris Rock called “Good Hair.”

This term is all too familiar to African-Americans and, in the hands of Rock, one can well imagine what he reveals on the subject…with both humor, informative insight and candid style.

From frank discussions about relaxer (“creamy crack”), the Bronner Brothers Hair Show and their “Hair Battle Royale,” weaves, jheri curls, wigs and finger waves, “Good Hair” explores the financial ramifications of an industry that is fueled by African-Americans.

I walked away from the film further convinced that, even in the midst of economic challenges, (and in some cases, hardship), African-Americans buy what they want…all marketers have to do is provide them with compelling reasons to select their brand and/or product.

On February 23 “Good Hair” was released on DVD.
…and the Black Hair care industry is still a $9 billion (and growing!!) business.