In Brands We Trust: The Fine Print of Brand Loyalty

People love their brands! Image via Markus Winkler on Unsplash

Beneath every Ready Coffee punch card and Amazon Prime discount lies a subtle path toward brand loyalty that many students may not realize. From the first “add to cart” to the latest 50% off deal, what seems like a win-win often comes with quiet costs.

Loyalty apps and programs are an easy beginning for students to pledge allegiance to a brand. Companies like Amazon are strong on promoting the idea of their membership being a gateway to success, with benefits posing as harmless rewards. Sephora and Chick-fil-A’s programs encourage users to build up points and climb up ranks to get free products and a distinct status or level. Nike’s Membership Program and Costco make paid memberships required parts of their brand, with entry into membership associated with exclusive or otherwise special access to parts of their offerings.

A key to company growth is repeat business, which goes hand-in-hand with promotional offerings. Every account sign-up or punch card handed out opens up another possibility of gaining a repeat customer. Though one or two regulars don’t guarantee success, consistency is a crucial part of the equation for a strong business model.

Companies can see up to a 95% increase in revenue by just maintaining 5% of their customer base, which is especially significant when attempting to get repeat sales of expensive technology products or ever-rising prices of food items. These truths can be held from major name-brand companies to your local coffee shop or bowling alley. 

As a plumber, Chris Servedio ‘25 finds himself always coming back to Milwaukee tools. “I think they have the best quality and they’re the most durable. Along with that the interchangeability of their batteries with all of their tools makes it easiest to stick with one brand,” he said.

As a business administration major, Servedio’s admiration for long-lasting products goes beyond the job site. His love for nature drives his support of the Patagonia brand, which he said is rooted in more than just the look of their clothes. 

“Their sustainability efforts are admirable, and they make quality products that perform the way they’re supposed to and align with the brand’s values,” he added. Other students like Julia Ventrice ‘25 were quick to think of household favorites. While Chewy may be just another name to some pet owners, fast customer support kept her family returning.

On April 4, Microsoft heavily marketed an important milestone, celebrating its 50th year in business with an extravagant anniversary event. It did this by directly channeling into nostalgia by reuniting its three CEOs since the company's founding. Who better to join the celebration than actress and "The Suite Life of Zack and Cody” icon Brenda Song? Nothing catches the attention of Gen-Z quite like seeing Bill Gates and your childhood icon speaking to each other in a talk show-style interview.

This approach exemplifies what Dr. Mohammadali Koorank Beheshti, assistant professor of marketing, sees as a powerful emotional strategy. “Microsoft’s not just saying ‘we’ve been around,’ they’re saying ‘we’ve been part of your life’… A good anniversary campaign isn't just a victory lap; it's a moment to reaffirm purpose, values and emotional connection,” Beheshti said. “That kind of emotional tie goes beyond rational benefits.”

But why go to such lengths to commemorate milestones like these? Professor Heather Hallenbeck, director of experiential learning in the School of Management, explained the significance of brand anniversaries in strengthening brand identity and establishing credibility for their newer audiences.

“These milestones offer rich storytelling opportunities, engage customers emotionally, and generate media coverage…Strategically, anniversaries serve as platforms to refresh brand messaging, launch new initiatives and reaffirm market relevance,” Hallenbeck added.

Hallenbeck noted that authenticity and sincerity are a brand expectation. Once expectation is built, security in audience engagement follows, giving brands more consistent exposure. 

Oftentimes, a brand anniversary signals something much deeper than the party lights and celebrity cameos. “For investors and stakeholders, an anniversary is a quiet flex: it signals maturity, long-term value and brand stability in a world that’s always shifting,” Beheshti said.

“Students and young adults are generally savvy and aware of brand anniversary campaigns, but that doesn't mean they dismiss them. When these campaigns are authentic, creative and offer real value—like nostalgia, inspiration, or perks—they still resonate.”

Beheshti also noted that for fresh graduates or anyone in the job market, a good campaign can be the difference between someone purchasing from their favorite brand versus taking the step to be a part of it. 

“Responding to these campaigns doesn’t always mean making a purchase,” he added. “It’s more about long-term impact— the kind that shapes perception.”

A notable example, like the 2017 Kendall Jenner Pepsi Commercial incident, shows an extreme case of Gen-Z sniffing out a phony brand partnership. Hallenbeck called this promotional effort “one of the most glaring misfires,” pointing out that it tried to capitalize on social justice movements in a superficial way. Instead, it had the opposite effect, “[alienating] young people who expect depth and integrity from the brands they support.”

To add to the fire, Pepsi’s 125th anniversary from 2023 was also found by viewers to be “heavily branded, light on meaning, and felt like it was trying to force emotion rather than earn it,” according to Beheshti. Gen-Z was instead unimpressed by the circus of fireworks and logos that took the place of meaningful substance. 

“Gen-Z is showing strong loyalty to brands like Nike, Apple, Spotify and TikTok—companies that blend cultural relevance with authenticity and digital-first experiences,” said Hallenback. Customization, digital tools and transparency all keep young customers returning to one brand rather than weighing the values of another.

Some rewards programs could be cause for concern to some students. Rewards-service credit cards often carry high rates and can pull students into unnecessary debt, with the drawbacks often outweighing the minor rewards. Annual fees and credit score checks are also barriers to entry. Amazon’s credit card has an APR of nearly 30%.

There are some specific benefits to students taking the plunge. At Marist, students who shop at the local ShopRite or Dunkin’ could find that, through downloading free apps, they could have access to rewards or discounts on products they would be purchasing. The @marist_eats account recently advertised an offering where students are encouraged to make several small orders to gain a large coupon on their sixth order. 

Loyalty programs may seem like harmless perks, but students should be mindful of the hidden trade-offs. Behind every free coffee or discount lies a subtle cost: one that savvy consumers recognize as part of becoming financially literate and brand-aware.