Long-term Commitments

Every few months a new list of “loved” brands lands in my inbox. There are the top 10 global brands, the most popular brands on digg, top supermarket brands, brands that teens trust the most … on and on it goes.

The brands I love are rarely on top 10 lists, but I don’t need the crutch of that sort of public adulation and affirmation. For me, falling in love with a brand is about a long-term relationship and loyalty.

It would be a struggle for me to come up with my own top 10 list of brands or retailers; I don’t throw the word “love” around lightly, and 10 is a lot. But when I think about brands that I have true affection for I can easily come up with four: Nissan, Philosophy, Lord & Taylor and Baskin-Robbins.

Since my husband and I are now driving our fourth Nissan car in the last 20 years, I’d say we’re committed to this brand. There’s nothing warm and fuzzy about this relationship; it stems from reliability and dependability. There are women who are really car savvy; not me. When I turn the key, I expect the engine to turn over. I change the oil when the sticker reminds me, and I bring it in for service on schedule. . . and it works. I love that.

If you could peek inside my medicine cabinet, you’d know my favorite skin care brand in a heartbeat. Right now I have nine Philosophy products on the shelf – and that doesn’t include the ones that reside in the shower. My passion stems from the results it delivers, but it’s more than that. I love the names of the products (hope in a jar, the present), the idea it espouses of “make-up optional skin” (I’m not a big fan of makeup) and the scent of the products – pure and fresh.

Obviously, I love to shop, but the store I love to shop at most is Lord & Taylor. They take care of me there. They look out for me when I don’t have the coupon. They help me when I need it – and seem to know when I don’t. The assortment is broad, but not overwhelming. The mix is trend-right but not too trendy, and the employees seem genuinely friendly.

And then there’s the brand I’ve loved the longest – Baskin-Robbins. I’m truly an ice cream junkie and BR’s chocolate chip – sweet, vanilla ice cream loaded with bittersweet chocolate shavings – is my all-time favorite. If they ever dropped this from their 31 flavors I’d sink into deep depression.

So if you’ll allow me this indulgence, I’m going to slather on some Philosophy moisturizer, jump in my Nissan, head over to Lord & Taylor for a bit of shopping and end the day with a Baskin-Robbins chocolate chip ice cream cone. I’m falling in love with the mere thought of it all.