Cresencia Chiremba
In today’s marketplace attention spans are short and choices are endless, even the most iconic brands can find themselves ghosted by once-loyal customers.
Loyalty, it turns out, isn’t a lifetime guarantee—it’s a living relationship. And like any relationship, it needs nurturing, relevance, and sometimes, a bold reinvention.
So what happens when the emotional spark dims? Can a brand that once stirred hearts win them back?
The Loyalty Plateau: When Familiarity Breeds Indifference
Legacy brands often enjoy deep emotional roots—built on trust, nostalgia, and generational familiarity. But over time, that comfort can slip into complacency. Without emotional reinvention, even beloved names risk becoming invisible.
Take Mazoe, for instance. Once a staple in every Zimbabwean household, its emotional pull was tied to family gatherings and childhood memories. But as health-conscious trends and artisanal beverages gained ground, Mazoe had to rethink its positioning to stay relevant.
This isn’t unique to Zimbabwe. Globally, brands like Coca-Cola and Levi’s have faced similar crossroads—where their heritage became both a strength and a challenge.
Reawakening Connection: Remixing the Legacy
The key isn’t to abandon legacy—it’s to reinterpret it.
Delta Corporation, through its flagship brands like Castle Lager and Chibuku Super, has managed to modernize its image while staying rooted in cultural identity.
Campaigns that celebrate local music, sports, and community pride have helped these brands remain emotionally resonant.
Levi’s, meanwhile, has rebranded its classic denim through sustainability and youth culture, proving that even a 150-year-old brand can feel fresh without losing its soul.
Campaigns That Rekindle: Local Sparks
A standout example is Chicken Inn, a fast-food brand that has leaned into digital storytelling and humor to connect with younger audiences. Their witty social media presence and relatable campaigns have turned casual customers into vocal fans.
Econet, Zimbabwe’s telecom giant, has also evolved from a service provider into a lifestyle brand. Through platforms like EcoCash and community-driven initiatives, it has re-established emotional relevance in a rapidly digitizing society.
And then there’s Coca-Cola’s “Share a Coke” campaign—a global masterstroke that made the brand feel personal again. In Zimbabwe, seeing your name on a bottle wasn’t and is still isn’t just novel—it is nostalgic and connective.
Relevance is the New Romance
To reignite loyalty, brands must answer: Why now? Why should today’s consumer care?
Sometimes it’s about aligning with new values—like Dairibord’s pivot toward health-conscious dairy options.
Other times, it’s about speaking to a new generation without alienating the old—like Sun Jam, which continues to evoke rural Christmas mornings while exploring modern packaging and flavors.
Relevance isn’t about chasing trends. It’s about expressing timeless truths in a voice that feels current.
Emotional Intelligence and Two-Way Streets
Today’s consumers expect more than a product—they want a relationship. They want brands that listen, adapt, and reflect their values.
Brands that admit when they’ve lost touch—and invite consumers back into the conversation—often reignite more than attention. They rekindle affection.
Brand Love is Earned, Not Assumed
Timeless brands can absolutely reclaim loyalty—but it takes more than nostalgia. It takes emotional intelligence, cultural fluency, and the courage to evolve.
The brands that endure aren’t just the ones we remember. They’re the ones that remember us—our stories, our values, our lives.
*Cresencia Marjorie Chiremba is a Marketing & Customer Service Consultant | Customer Experience Columnist | Sales & Customer Service Trainer
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