Getting a tattoo of a brand’s logo is the ultimate demonstration of brand devotion. Harley Davidson loyalists have been getting the brand’s tattoos for years, and recently other brands have picked up on this trend.
Perks and economic incentives offered by companies are additional motivators for getting logo tattoos. Dunlap offers free tires to anyone with a "Flying D" tattoo, and certain restaurants and retailers offer discounts to branded customers.
In addition, these tattoos are permanent status symbols. A person with a Lacoste tattoo is demonstrating adherence to the lifestyle and ideals espoused by the brand, while another person with a Nike tattoo is showing they believe in the brand’s "Just do it" slogan.
Getting brand tattoos taps into a sociological phenomenon called social cohesion. Social cohesion refers to developing communities of people who share similar ideas, values, beliefs and norms. Today, brand tattoos are a permanent and physical way to show one’s allegiance to a particular group.
According to Frank About Women, 43% of women say they have fallen in love with a brand. It’d be interesting to see what percent of these women have displayed their love via permanent ink.
Inked Brand Loyalty
Designer Label Tattoos Make Brand Allegiance a Permanent Affair
Trend Themes
1. Brand Tattoo Loyalty - The trend of permanent brand allegiance tattoos continues, expanding to other brands and offering economic incentives to loyal customers.
2. Social Cohesion Messaging - Brand tattoos are tapping into the sociological phenomenon of social cohesion, providing physical symbols of shared values and beliefs.
3. Declining Brand Loyalty - The rise of brand tattoos may indicate a shift in traditional brand allegiance, as customers seek more permanent ways to express loyalty.
Industry Implications
1. Fashion and Apparel - Designer labels, like Lacoste and Nike, are leading the trend of brand loyalty tattoos as customers seek to display adherence to the brand's ideals and lifestyle.
2. Automotive - Harley Davidson and Dunlap are already offering brand tattoos as a way for loyal customers to demonstrate their brand loyalty and receive economic incentives.
3. Food and Beverage - Restaurants and retailers are also getting in on the trend of brand tattoos by offering discounts to customers with branded tattoos, further promoting brand loyalty.