Weber Grills has an army of loyal outdoor chefs that are still cooking on their old charcoal kettles and wouldn't think of buying another brand when it comes time for a new grill. While this may seem like a situation any company would be happy to be in, brands with a diehard user base like Weber are constantly challenged to innovate while not diluting their brand with their existing customer base.

 
To create brand loyalty you must first and foremost build a product that lives up to expectations.

Weber has been building grills from day one that not only cook well, but are designed to last. You won't see too many functioning 10+ year old CharBroil grills out there, but there are plenty of 20+ year old Weber kettle grills with owners proudly grilling away on them. Weber decided to mobilize their user base and take an indirect crack at their competition when they introduced the  Campaign to Promote Grill Decency. As a campaign member, you are delivered informative pamphlets, stickers, and other campaign materials designed to make sure "friends don't let friends buy crappy grills". Members register how many crappy grills they have been able to get converted into Weber’s online, and a worldwide competition is born. Marketing genius!

To sustain brand loyalty you must communicate with your customers and continue to deliver value.

When I registered my three Weber grills with the company I was enrolled as a member of Weber Nation for free. As a member, I am emailed a new recipe each week. The recipes were originally delivered in HTML email format with basic photos. Weber now includes videos of their recipes being prepared by Real Grilling's Jamie Purviance in the emails. A complete, searchable archive of the recipes lives on the Weber Nation website and can be downloaded as podcasts or vodcasts. Now, I am not sure how many pit bosses would be caught getting recipes off an iPod, but that is industry leading innovation!