Every brand wants it. Not every brand has it. So what makes a brand sticky? What traits or features breed consumer loyalty? Not an easy question to answer.
Consider the VW Bus. We have a Eurovan – which is a great camping vehicle and perfect for kids and parents who just can’t quite stomach a mini van. Call it a bus, Westfalia or Eurovan – whatever – but for inexplicable reasons Vdubs breed loyalty. Their is an inter-connectedness between owners. Drive one and wherever you are other owners will wave at you. That doesn’t happen in Ford.
Check out this Bus, for instance, painted by local Aspen artist and octogenarian Gino Hollander. Gino was a 10th Mountain solider during WWII, and an expatriate who wore out 3 Vdubs on tours across Europe and Northern Africa.
I don’t know the answer to what makes something sticky, but I do think Gino is getting at something close to it here.