With the excitement surrounding the World Cup, Magnus Soderlund's work on customer loyalty led him to note that the highest level of customer loyalty he could identify was when customers tattoo themselves with the logo of their supplier. The obvious and rare commercial example is Harley-Davidson customers. But in soccer, it's common for fans (not customers) to tattoo themselves with their team's insignia. Are your customers so emotionally tied to your organization that they tattoo themselves with your logo?

In asking that question during the past two years, I've only come across two examples where companies found that their customers had tattoos. Both were in the food industry, where branding is strongly funded.

Do you have an example where customers tattoo themselves? Is there a proxy for tattooing that you've noticed emerging among your most loyal fans? I'd love to hear about it.

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Isnt wearing branded t-shirt similar as tatooing. People pay to buy Google tshirts and are proud to wear them

The marking yourself with soemthing like a tattoo is to show your membership to a group / gang. I don't see how we could easily find a parallel with football. I can't see it extending beyond clubs, military units and maybe just maybe political parties.

So any thoughts if a US presedent or two has got themselves marked..?

I am sure there are quite a few people with Whiskey or Beer logo's tatooed on their arm!