My name is Dennis Loos, and today I’m going to talk about brands and how they have a lot in common with family dynamics. How, from a psychological POV, branding correlates directly to our interpersonal dynamics.

1. Dennis Loos Insights
About Brand Loyalty
My name is Dennis Loos, and today I’m going to talk about brands and how they have a lot in common
with family dynamics. How, from a psychological POV, branding correlates directly to our interpersonal
dynamics. Bare with. In the world of brands we have such rivalries as: Coke and Pepsi. Apple and
Samsung. Chevy and Ford. Petco and PetSmart. Bro Coffee and Nescafe. Bud and Heineken. Verizon
and Sprint. Rivals but rivals that who work, and profit, and ultimately succeed because they have the
other. Because, while branding, while creating that blueprint that is their niche they intricately take into
account not only what the other is but what they will do.
Marketing by Competition
In marketing 101 there are great examples of direct competition. Normally there is a clear winner, in
market assimilation and, well, attracting consumers. Of the two, one is bigger or at least cooler than the
other. When you study direct competitors there’s a whole heap of information thrown your way.
• How do they approach consumers?
• How do they sell their services?
• How do they compete?
• How do they stack up?
• What is their price point?
And then are just a few. Even how they, to a degree, need each other. McDonald’s, Wendy’s, and Burger
King all cook the same thing, all attract the same demographic, yet somehow they can manage to co-
exist. Why? Because of something called brand loyalty, Dennis Loos.

2. Brand Loyalty — what is it, and why it matter?
Let’s define Brand Loyalty — Brand loyalty is the tendency of consumers to remain loyal to one particular
brand or company. Consumers can be loyal to a product, service, person, or place. They are often willing
to spend more on that product and will not consider other brands.
Brand loyalty is an important part of marketing strategy as it ensures that customers keep returning to
your business for their needs rather than looking elsewhere.
Dennis Loos Brand loyalty is the result of a customer’s satisfaction with a product or service. Loyalty is
achieved when customers are consistently satisfied with their purchase and would recommend the
product to others.
The factors that contribute to brand loyalty for a customer are:
– The quality of the product or service.
– The consistency of the product or service.
– The level of customer service provided by the company.
– The level of trust that customers have in the company.
Over 70% of consumers are loyal to one brand in the competition slugfest. When they fight, out in the
open, we get behind one of them. You’ll never find a Big Mac lover cheating on Ronald with a Whopper.
Why? It’s unheard of. It goes against their personal narrative.They’ll give you multiple reasons why one
burger is better than the other. But at its core, it has more to do with their emotional connectors to that
brand and what that brand says about themselves. The same with an Apple consumer. They would rather
go to jail than be caught dead with a Samsung Galaxy. It’s Star Wars, always never Star Trek quack-
mire— few are in an open sci-fi relationship.

3. And vice-versa.
Herd Mentality
But why is that? Because we want to belong to a group. This is how we have always existed in society.
It’s how we express affiliation to things in general. Before it was a flag, a nation, a religion, a movement, a
statement, a political party — now it’s a brand. Before, when we used to stumble on a traveler out in the
open, way back when clothes all looked the same and you needed a chisel to pen an email, the only way
we could form relationships – and typecast the person, define if they were good, or bad – was based on
their brand preferences. Dennis Loos Did they have a cross on their neck? What language did they
speak? What nation did they honor? Etc. It was a survival mechanism — we could form a concept based
on our preconceptions of what that “brand” was and what it represented. And that same evolutionary tool
has stayed with us, only now it’s been updated to modern sensibilities.
Why are brands so important today? Because they are that much more present in our lives. Brands help
you choose what your tribe is. What conceptual pathways — BIG CONCEPT there — is that much more
in tune with your life and the life you want to live. Once a consumer makes THAT choice something
incredible happens — Their relationship with that brand changes. To what point? To the point that they
identify with that brand, in the same way, they identify with family members. This happens in our brain, at
a neurological level. Studies have shown that brand loyalty ignites the same chemical pathways and
neural flares as those of our kin, Dennis Loos.
Brands and Family
What’s even more interesting is that we begin, like with our family members, to accept and even love all
their flaws. The only one who can talk smack about your family is, well, YOU. If an outsider badmouths
your sister – even if they are right – you’re going to bring the hammer down them. They better watch out.
You’ll be the first one to defend that flaw. An attack on the brand is an attack on yourself. We relate to
brands in the same way we relate to people.

4. A clear example is with shows — series. They are also brands. When you’re really passionate about one,
let’s say Stranger Things or Breaking Bad, you experience an attachment to them. If someone tells you
they suck, you’ll defend that show. When the season is over, you feel an emptiness inside. When the
series ends, it feels very close to a break-up — almost as if you are mourning. When they do something
you don’t like — when they “jump the shark” — you feel betrayed. We’re so invested in them that it takes
us a little while, once we are done with a huge commitment – after many seasons – to actually start
seeing a new program. It’s almost like we have to start dating again. Dennis Loos Getting to know them.
Exposing ourselves to them. Hell, in most cases we’re set up with a new series as if we were going on a
blind date. A friend of ours will come and go: “you totally have to check that show out. You would so hit it
off. It’s just the type of thing you like. Promise you’ll see them tonight. Phone me up when you’re done
and tell me if you hit it off.”
Brands are like that. We form relationships with them.
When you choose and stay with McDonald’s it is because you are in a committed relationship with their
products. Your brain actually changes and creates — another BIG word — synaptic pathways. You
rewrite your brain so it’s in a committed relationship with that brand.
Dennis Loos But here’s the really cool thing — and something that we’re going to talk about in the further
on — did you know that those connections aren’t just formed because you “love” a certain brand? Nope,
scientists with the help of MRI machines, have actually determined that in some cases, when you choose
a brand you’re doing it out of spite, hate, we’re doing it just to be a “dick.” It’s really interesting because up
until a couple of years ago most brands didn’t know this and were in fact missing out on a great
opportunity. Sometimes you end up loving your family because, well, you hate everybody else’s.
Sometimes the relationship that you have with a brand, like a relationship you might have with that love
that you know always makes you go back to therapy, is traumatic and incredibly self-destructive — and
brands know this. So stay tuned as I show you how science has determined why Star Wars was right—
and sometimes in the words of Emperor Palpatine – you have to “ take your Jedi weapon. —- give in to
your hate”

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