As a marketer I’m always challenged with how to create effective brand loyalty programs and convert those fringe audiences to active consumers of my clients’ products and services.  So what better way to get the ideas flowing than reflecting on a brand that I’m particularly fond of… Subway.

I eat there so often that not only do they appear on about every third charge on my credit card statement, but I actually have to rotate restaurants for fear of the staff starting to know me by name. So what are they doing so well that I’ve become the brand evangelist that I am, especially since only a few years ago they were just another obscure restaurant to me?

What first caught my attention was the introduction of an “average guy” spokesperson and some differentiation and new brand positioning. I still remember the first commercials, which garnered a ton of national attention, showing a real, somewhat geeky guy named Jared talking about how he lost hundreds of pounds eating nothing but Subway sandwiches every day. Jared,  along with a new “eat fresh” campaign and the newly remodeled restaurants showing images of fresh vegetables and nutrition facts clearly displayed on all napkins coupled with fast food comparisons definitely made a strong case for beginning to think of Subway as the ONLY “healthy” alternative.

Not only did positioning themselves as healthy meet the demands of a huge untapped market of a growing health conscious population but it quickly differentiated them from the competition.  By partnering with shows like The Biggest Loser and introducing healthy sides like fresh apples and juice, Subway has maintained and solidified their image of being the go-to place for a healthy meal and lifestyle.

I’m also attracted to the experience I get when I go there and the variety they offer. I can walk into a restaurant and come out with the exact same sandwich I got last week or one that I never had before.  Many brands can learn a lot from this level of personalization.   Having this feeling of control as well as variety of options to cater to whatever I might be craving that day is critical to appealing to the infamous generation Y.

I believe the final nail in the coffin was Subway’s competitive pricing.  To combat the ever popular items on (PLACE YOUR FAVORITE FAST FOOD RESTAURANT HERE) value menu, Subway introduced the $5 foot long pricing to several of their more popular sandwiches and, at times, has even taken it a step further by offering their $5 foot long pricing to the entire menu.

By positioning themselves as a healthy lifestyle, wallet-friendly, great tasting and full of personalized options brand, Subway has nailed it.  Their commitment to be innovative and differentiate themselves from the competition has taken their brand from obscurity to a powerhouse within their industry. They are a great example of how a company can be successful simply by listening to what the market desires, thinking ahead to what they think they will want tomorrow and wrapping it into a master brand.