Brand Loyalty

Why are we so brand loyal to some products and and so wishy-washy with others?

Let's take a product that would fall into the "brand insistence" category for myself... Old Spice Deodorant. Not even just the brand, but the 'fresh' scent Old Spice Deodorant. I wont even try any of the fancy new scents that they throw out there on the shelves. I walk into the drug store, bypass all the competition and pick up the same stick of deodorant that I have been using for the past 6 years.

Why do I do this? How did Old Spice High Endurance Deodorant go up the chain from me being aware of it, to accepting it, to preferring it, to INSISTING upon it? Is it something functional about the product? Does it actually make me smell better than other deodorants? Is it the product category and that I am too lazy and uninterested in switching brands?

I have settled on the reason why I choose Old Spice is because in this particular product category, it does not take much to become a brand people insist upon. For most men, as long as it goes on clean, smells decent, and works, than that product will suffice. I found that Old Spice had all those features when I first tried it out those 6 years ago. If that day I had picked up a different deodorant that offered those simple features I mentioned before, I would definitely still be wearing that deodorant today. I shudder at the thought of be a Right Guard kinda guy. I insist on Old Spice.