InsightBlog

Zipcar does it again...
So many things happening in the world of branding...and so little time to write about them all. I've resigned myself to writing about the brand issues that affect my life on a regular basis...which I guess is a really good way to describe the motivators for brand loyalty: the products, services and people that influence us deeply and are reinforced often are those we become loyal to...and conversely, dramatically upset by, when they let us down (see my previous post about Apple - who, btw, I am starting to forgive and come back around to).

But I'm writing about Zipcar today. I know many of our readers are in small metros that may not have been infiltrated by the company as yet, so in quick summary: Zipcar allows those of us who chose not to keep a car access to "wheels when want 'em" (their slogan, not mine) - essentially, they operate like a car rental company but charge hourly fees so you can have a car only for as long as you need it. You can also rent various types, from compacts to pickup trucks, so you get the car that fits your exact needs. It's usually pretty easy to get the car you need when you need it since the company stocks plenty of vehicles to ensure good access for all.

Zipcar is an example of a brand developed by consumers, for consumers. Not only was the need uncovered and responded to at the right time in history (@1999), but the program seems to have been designed in response to human pain points about not owning a car, but needing transportation, ex: need an occasional truck for IKEA runs? A cheaper alternative than cabs for a 20 mile trip to a nearby town? Going somewhere public transport doesn't reach in the cold of winter? All issues that have been addressed in Zipcar's products, partnerships and pricing...not to mention their advertising. I confess, I don't know the backstory...but I can't help but envision them talking to many of their potential customers prior to setting pen to paper to design the company.

They've just re-designed their already world-class, completely user-very-friendly website to allow you to more quickly find and reserve a car. The new site launches soon, but you can view a demo here. Even if Zipcar is not relevant to your life, I hope you'll takeaway some lessons about brand loyalty and the importance of consumer insight in designing a new brand from it.

Labels: brand loyalty, consumer insight, zipcar

# posted by Stacy Graiko @ 5:58 PM