The key to growing your business, retaining your customers, and getting referrals... yet the LEAST USED by small businesses...
The proper marketing term for brand love is "BRAND LOYALTY." It refers to the consumer's devotion and commitment to a particular brand or product, resulting in repeat purchases and positive word-of-mouth marketing. It even affects your HR/EMPLOYER BRANDING! I remember a marketing person at Bacardi told me once he would rather hire a person with a Bacardi tattoo than one with a Harvard marketing master... because that person is a fan and understands what it takes to love the brand.
It really DOESN'T MATTER HOW GOOD YOUR PRODUCT IS... the reality is that people will buy and pay more for a mediocre one if it has the right emotional attachment to it. We see it often in luxury brands, restaurants and common products.
Here are some examples of brands winning the emotional battle:
Apple's "Think Different" campaign:
Apple's iconic campaign from the late 1990s celebrated those who "think different" and challenged the status quo. It resonated with consumers who saw themselves as creative and innovative.
Coca-Cola's "Share a Coke" campaign:
The "Share a Coke" campaign created a sense of personalization and connection with the brand. The campaign was a huge success, with Coca-Cola seeing a significant increase in sales and social media engagement.
Nike's "Just Do It" campaign:
Nike's long-running "Just Do It" campaign inspires consumers to be their best selves, no matter what challenges they may face. The emotional connection with consumers converted the tagline into synonymous with the brand.
Dove's "Real Beauty" campaign:
Dove's "Real Beauty" campaign struck a chord with consumers who felt that the beauty industry had been ignoring their needs, establishing the brand as inclusive.
Always' "Like a Girl" campaign:
It broke gender stereotypes and celebrated the power of girls and women. The campaign resonated with consumers and reached a younger generation at a time when they start using those products and become fans of one in particular.
CEO of Stand Out Consulting, Marketing & Events