Cresencia Chiremba

In Zimbabwean homes—across decades, across economic shifts—certain brands never needed to shout. They simply became part of us. Vaseline, Cobra, Surf, Olivine, Colgate, Coca-Cola, Toughees—these weren’t just products on shelves; they were bookmarks in our memories.

They softened elbows, cleaned floors, flavored stews, and freshened smiles—quietly earning a place not just in cupboards, but in culture.

That is the power of *forever brands*—emotional branding so deep, customer loyalty becomes generational.

As modern businesses chase digital trends and AI tools, the humble strength of these legacy brands offers an enduring lesson: the heart remembers what consistency, care, and relevance build over time.

The familiar feels safe
Ask any shopper to fetch floor polish and chances are they’ll still say, “ndirikuda Cobra.” Need washing powder? “Surf” becomes the blanket term—even if the actual product is Maq, Sunlight, or something new. This is linguistic loyalty—when a brand name becomes the category itself.

That emotional shorthand doesn’t happen overnight. It’s built through reliability, relevance, and repetition. These brands became symbols of trust in environments that often felt unstable.
If you’re a business owner in Zimbabwe today, ask yourself: What do your customers call you when they’re not speaking formally? That nickname, that emotional label, could be the doorway into enduring loyalty.

Utility meets legacy
Cobra didn’t need influencer reviews. It simply worked—removing scuff marks and leaving floors glowing. Toughstuff boots didn’t need billboards. They just held up through mud, chores, and long walks to school. Olivine cooking oil flavored generations of Sunday stews.
In the same way, today’s brands must focus less on buzzwords and more on *being useful*. Emotional branding doesn’t mean emotional manipulation—it means giving people peace of mind, time and time again.

From product to tradition
Just like Vaseline came out every winter—and sometimes on chapped school lips all year round—these timeless brands anchored themselves in rituals. Saturday floor polish. Sunday meal prep. Pre-bedtime toothbrushing. Chando-season lotioning. That’s where emotional branding lives—in repeat behaviors tied to comfort, family, identity.

Want your brand to be remembered? Attach it to moments, not just needs. Build touchpoints that feel personal, that age gracefully, that make your product synonymous with care.

Why the timing still matters
It wasn’t accidental that Vaseline ran winter campaigns. Or that Coca-Cola showed up big during Christmas and soccer tournaments. These brands listened to the rhythm of community life. They didn’t impose themselves—they joined us. That’s the art of seasonal, situational marketing.

In today’s Zimbabwe, brands must similarly speak to real customer situations. Offer loyalty perks not just during Black Friday, but when school fees are due or when borehole drilling season begins. If AI tools are being introduced, explain them in everyday terms, accessible to a WhatsApp-based audience.
Customer service that feels like a friend

All these brands, knowingly or not, offered customer service not just through call centers, but through how they made people feel. There was rarely a need to return them, complain about them, or second-guess their value.

The takeaway? Emotional loyalty is forged in reliability. Want your client to keep coming back? Make every interaction easy, warm, and repeatable. Like that familiar blue tin on the nightstand.

Future-proofing through emotion
Zimbabwe’s business landscape will continue to shift. AI will grow. Spending patterns will change. But emotional memory—that’s your moat. No tech can dislodge the comfort of what worked “since we were kids.”

So, whether you’re launching a startup or rebranding a legacy service, start here: build rituals, become dependable, and speak the emotional language of your community.
That’s how you become a forever brand.

***Cresencia Marjorie Chiremba is a Marketing & Customer Service Consultant | Customer Experience Columnist | Sales & Customer Service Trainer Email: [email protected], Mobile/WhatsApp:+263 712 979 461, 0719 978 335, 0772 978 335