As I spent the better part of yesterday traipsing around Chicago looking for a new pair of jeans, something occurred to me. My favorite denim brand? Levi's. My favorite fast-food brand? Burger King. My favorite products from those brands ... 501s and the Whopper respectively.
Here's the rub ... I haven't owned a pair of 501s in, well, maybe ever. And I can't tell you the last time I ate a Whopper. So what gives?
I'm not 100% sure. But I think it's that both brands have done an incredible job iconizing their hero products, and that's what draws me into the brand. And when I get there I realize that 501s don't fit me all that well and I prefer the chicken sandwich. But I don't care, because what I'm really after is an association with the brand, not necessarily any one product.
So my question is, what's your Whopper? What's the service or product that customers come to you for, even if they end up buying something else?
P.S. I ended up with a pair of 514s [slim fit, straight leg]
P.P.S. In case you've been living under a rock, check out Whopper Freakout to see what true brand obsession is. I love this campaign - one of my favorites in a long time.