Honda Friends is a brilliant brand tactic.
I found this ad in one of Honda's Dream magazines (don't ask why i had it or why i was reading it), but the ad reads
"Who do you ask when you want an honest opinion? We turn to the people who know us best. Honda owners.
It's why we've created Honda Friends, a club exclusively for Honda owners that lets us hear your opinion."
So what has really been created is a means for Honda to get valid feedback from its customers, by creating a sense of belonging. The tactic actually works so Honda customers will want to join and give feedback. Perfect.
It's a great example of how brand and marketing managers need to create ways to open up conversations with their customers. Conversations that can feed back in to the organisation and influence their business.