08 Nov Are Love Brands a Fairy tale or can we fall in love with a BRAND for real?
Scrolling on Instagram, looking at what my friend got up to last night, the new shoe collection from Gucci came up… I couldn’t stop staring at them – all that crossed my mind was “ I Love Gucci”. Has it happened to you?
“Love” is such a short word but what a powerful one! It merges all the intense emotions, that gives meaning to close human relationships. An unconditional affection with no limits or conditions. Is it possible to feel the same for a brand?
Study after study has proved it. We don’t just consume or interact with brands. We actually engage in relationships with them. Research shows that the connections we make with brands can be as deep and emotional as the relationships we have with other people.
It can be seen when we talk about customers’ engagement, loyalty, and advocacy, we would naturally merge all those words into the “L” one. It’s usually the same with the customers themselves—somebody will simply say “I love Gucci,” not “I am pleased by the value I receive from Gucci and am happy to recommend their consumption to people around me.” That would sound weird!
This leads us to the rise of what we call Neuromarketing, that based on neuropsychology, marketing research, and studies measuring consumer emotional responses to brands, Proved that 75% of buying experiences are driven by emotions.
Emotions – which are outside of our conscious awareness and can be very similar to the way we respond to people we love. This gives us an idea of how powerful a love brand can be.
Being liked is easy, but being loved is another thing altogether. We believe that – just like when it comes to happy relationships – it’s not about shortcuts and quick fixes, but about substance.
To build a brand that inspires and endures, we should forge meaningful relationships with our customers, relations that are built around trust, loyalty, honesty, and reciprocal commitment. It is about inspiring rather than manipulating. Differentiating through our unique identity. Communicate why our brand exists and which are our beliefs. While 30 years ago brands would go away with a lot more, now brands need to genuinely care about their clients to develop and foster long-term emotional ties.
People don’t buy WHAT you do but WHY you do it!
If you agree with us and what to know more about how to turn your brand into a love brand – let’s grab a coffee together on our next article.