POWER SWITCH

摘要

From clothing to breakfast cereal to cars, most people have a strong tendency to stick to a particular company's products. Marketers often refer to this as brand loyalty, although buying a product from the same manufacturer is often more about familiarity or comfort than any true sense of being loyal to a logo or label. And then there's the functional side of things-obviously we are all more apt to purchase things that fit well, taste good or work better. Jim Spalt understands the feeling of being loyal to a brand. He worked in commercial fishing for 25 years, mostly on 110-foot boats that were always powered by engines from the same manufacturer. Spalt and his colleagues trusted and swore by those engines. "To ever imagine making a change to something else, it would have to be a special engine," he says.