As someone from the South, it has been very interesting to see how Loyal (with a capital L) New Englanders and specifically Bostonians are to two major franchises, the Boston Red Sox and Dunkin Donuts.
The reason I find this so interesting is because both of these franchises were able to do so while overcoming what would appear to be major obstacles to maintaining that Loyalty. For the Red Sox, this obstacle took the form of "the Curse," or the 86 years of failing to win a World Series. For Dunkin Donuts, their major obstacle has been the introduction of Starbucks, which appeared to have a more developed product.
The question that arises is, have the Red Sox/Dunkin Donuts done anything specific to achieve this unique level of Loyalty or is Boston/New England with its long history, culturally more prone to brand loyalty?
Tuesday, August 26, 2008
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