Every manufacturer hopes to produce the next big thing. They all want the product that takes off while keeping consumers committed only to the original, leaving them to eschew knockoffs as unworthy.

We’ve more chances at brand loyalty these days because branding is now a way of life for nearly everyone. We curate ourselves every bit as carefully as Laboutin. Our social media and public presences aren’t happenstance most of the time. Part of our brand is our affections and loyalties. In many ways, we are what we consume. In the age of social media, shoes are more than just shoes. They’re a lifestyle, a cause, and a personal belief system.

I have no brand loyalty at all in a wide variety of categories. For sure most consumables, excluding ketchup and cola. Generics can’t seem to get those done. I was a Heinz cat(sup) lady until quite recently when I learned they’d done a Canadian community dirty: now I buy French’s. It matches my yellow mustard.

I’m also brand-loyal to coffee, but that’s mostly laziness. New coffee means figuring out new water and grounds ratios, an annoyance of epic proportions first thing in the morning.

Getting back to the mustard, there’s no substitute for Coleman’s when you need spicy, just like there’s no substitute for Bird’s Custard Powder when custard-making is upon me (we’ll pretend for the sake of my example that corn starch isn’t a thing).

There are also few viable Uggs substitutes. House brands and knock-offs try, but they’re just not as good. It’s a shame; Uggs are expensive-ish, so a valid dupe would be welcome. To date, I’m a fan of the original only. I bite the bullet every other year with a new pair – last time’s were pink.

They’d probably last longer if I wasn’t hard on my shoes.

I’m not brand-loyal when it comes to makeup and personal care; I’m loyal to principles instead. No animal testing. Period. It’s unnecessary – there are better ways to ensure safety in this day and age. Luckily, one can find inexpensive and lush cruelty-free skincare lines at Winners/HomeSense. I could probably give purchasing a break – I’ve serums for years in my drawers.

Though some more niacinamide would be welcome.

Once upon a time, I was fiercely loyal to Diet Pepsi. I only ever drink diet versions of soda – that’s an eating disorder recovery bridge I’ve yet to cross, mostly because I don’t think I need to. My pop consumption is low these days, comparatively speaking: five-ish cans a week compared to nearly four litres a day during my eating disorder.

When you starve yourself, you need to do something to keep the hunger at bay. Gum, or a stomach full of calorically empty beverages did the trick. The brand of diet cola in question, however, varies from time to time. Sometimes I’m a fan of the Pepsi-sweet, and sometimes, I just want a Diet Coke.

I’m also team-iPhone though I’ve no consistency across my tech: it’s Windows on the desktop and Android on my tablet. I’d be more more branded there if cost wasn’t a factor, and that’s true for other companies as well.

I’d love to be loyal to Alexander McQueen and Stella McCartney. I’d love to associate with Gucci. I bet Porsche and I would make a great team.

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