The Economist has a catchy article on <a href="http://www.economist.com/node/17090924#" target="_blank">"The Marmite Effect"</a> yep, that's the Australian yeast-spread. Have you had the spread? It's tangy. I think it kind of looks like peanut butter but it's not. It's also not my thing.

But that's what the article is about. Kind of. It's also about brand loyalty. Well mostly it's about brand loyalty but the article opens with a couple of catchy expat-brand loyalty stories and it caught my eye.

The idea of nostalgia for brands of our youth rings very, very true to me.  Especially now that I am living abroad. I am really not a peanut butter kind of girl but this most recent trip, a small jar of peanut butter made it in my suitcase. As did marshmallows, chocolate chips, tobasco sauce, maple flavoring,  packets of taco mix and ranch dressing (please don't judge me!). In fact, I was kind of embarrassed for myself when I was unpacking my suitcase.<!--more-->

Given this recent behavior, it comes as no surprise that:
<blockquote>Past research has shown that people are often willing to pay much more  for a favoured brand than for seemingly identical alternatives. It is  not always obvious why. For instance, people routinely express a strong  liking for a brand that they are unable to tell apart from rivals in  blind tests.</blockquote>
Interestingly, I've spent most of my adult life buying what's on sale at the grocery store but this most recent trip I came back with my favorite brands--no matter what was on sale. `

Sure, many of the objects I came back to Bulgaria with could be found at a store like Hit but I still made room for these American favorites in my suitcase but because it's about more than food. It's clearly nostalgia--a place, tastes and textures that I don't currently have access to. And for the record, when in Bulgaria, I try to stick to Bulgarian foods. I don't see the point for paying three or four times as much for American brands in Bulgaria. Still, I have that suitcase to compete with.

The flip side of this whole thing? I have basically zero brand loyalty here in Bulgaria. First of all, I can never remember which brand I bought last time I was at the store. Second, I can't tell the difference between anything like laundry soap, shampoo or even (gasp) yogurt. Third, I'm not sure I care that much.  As long as a product does what I need it to do or tastes good--why worry?

It's a notable contrast given the fact that on my most recent trip home at the grocery store I picked out old favorites regardless of price.  I can't help but wonder if I'll find and feel a similar nostalgia for Bulgarian brands whenever I find myself living once again in the States.  Maybe though it wont be brands but it will be flavors, textures and combinations that I crave.

<em>Thoughts? </em>