Do You Know This Brand?
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I'd been seeing it for some time and for the life of me couldn't find out what it stood for. I searched "deer head logo" and "antler decal" to no avail. Then on Sunday, I saw two of these on the windshield of a muddy Jeep, with the word BROWNING in giant white letters between the deer heads. Yes, someone is so devoted to Browning that they've plastered the name on their windshield. This is fan loyalty in the extreme and it's a trend any brand would pay big money for.
I haven't hunted deer in many years, not since my brother-in-law stuck me up in his tree-stand with a joint and a rifle at 5:30 on a freezing November morning in Missouri. After the joint, I really had no interest in looking for deer and was instead enthralled with the way the long brown grass was waving in the wind. I know a lot of hunters, I grew up around guns and I can shoot pretty straight, but I'm just not that into it. Many others are very into it and Browning has cultivated a cult of sorts with this deer head logo. They call it the "Buckmark."
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When Michael asked his girl to the prom, she outdid the Buckmark on his vest lapel and put one on her orange tarp dress. That is serious love, man.
Oh, sure, it's easy to make fun of hunters and gun owners and hillbillies, and those same people make fun of me when I get together with them. ("You're a writer? What do you write? Like, letters and such?") But this is a story about brand loyalty. These people love Browning. There are over 2,000 more examples of people showing their love for Browning right here. It's all a part of the "Show Us Your Buckmark" contest, the winner of which will win, what else, a Browning rifle.
Here's a comprehensive history of the brand's logo, a mark they've been using for 30 years.
How many companies can inspire this kind of devotion, that their fans would literally brand themselves with the brand's logo? I can't think of one. UPDATE: Anonymous points out in the comments that Harley-Davidson fans are just as devoted. Good call.
Labels: brand loyalty, Browning, Buckmark, customer retention, Customer satisfaction, deer hunting, hunting, logos