Why Do Customers Get Brand Tattoos

BJ Bueno

Harley-Davidson, Nike, Playboy, Coca-Cola, VW, and Apple logos have been permanently etched into the skins of customers worldwide. Why do they do it? Why do these raving fans, or what we call Brand Lovers, scorch their bodies with a company’s mark? And what can marketers and brand managers learn from them?

Most acts of unabashed brand loyalty are a genuine mystery to marketers: Why do customers anxiously camp outside IKEA grand openings? Why do bikers brand Harley’s flaming eagle onto their arms?
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