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Do you remember a few years ago when people on the internet were OBSESSED with Nutella? They would upload pictures of it to Facebook, they would tweet about it, they included it on their tinder profiles. It was borderline ridiculous. Don’t get me wrong; Nutella is delicious. But people didn’t simply like it. They LOVED it. And that’s really the thing we’re going to talk about today.
There’s a contradiction in the way we relate to brands these days. On one hand, we distrust them, and demand that they adhere to ethical principles which no one has ever cared about before. On the other hand, we pick a few of them and fall madly in love with them. It’s not just Nutella. Think about people going to watch the Marvel movies. Think about that friend who won’t even consider any laptop that hasn’t got an apple logo on it. Think about makeup (which I don’t know enough about to give a specific example) for crying out loud. All of these are what we might call lovebrands.
A lovebrand is one that results in a high degree of loyalty (both from outside and inside the organization), extremely positive ‘word of mouth’ and a strong resistance to negative information. People have a passionate, loving, patient and forgiving relationship with the brand, and once it’s achieved, it can really make a powerful difference. In fact, it should be an important goal for any brand today. So… how do you make it happen?
Well, the process for every brand is going to be different, but there are a few things that you can pay attention to. First of all, your storytelling. We did another article about brand storytelling which you might find helpful. Second of all, and closely related to your storytelling, you need to be very transparent and genuine about values and qualities that will make your audience relate to you. Are you passionate? Are you involved in social issues? Do you take good care of the environment? Are you fun? Things like this can really produce an intimate relationship with your customers. Finally, there’s the matter of how those same customers experience your brand. Specifically, how their senses perceive it. If they can see, hear, touch, smell and taste your brand, you’re in for a win. If your brand provides some abstract service, then make sure you add some sensorial components to it. Offer your customers some great coffee every time you have a meeting. Add some amazing videos to their experience. Whatever you need to do to burn your brand into their brains.
And as a final advice, remember that even though a lovebrand will get some great loyalty and forgiveness from its customers, that love still needs to be earned constantly. Brand love is selfish, and it can fade. There are some things that consumers today are definitely not putting up with. Remember that for some reason, Nutella is not that big on the internet anymore. Something happened around the time that whole palm oil issue came out.
Do you remeV