Summer intern Josh Stein weighs in on how brands transcend mere preference and enter the realm of being loved.
Some brands just do it right. Apple, Coca-Cola, Nike. They don’t just sell a lot of product. They don’t just make great ads and creative. They aren’t just a brand. They’re a lovemark.
Ever tried to convince an Apple user to try a PC? A Coke drinker to order a Pepsi? A Nike enthusiast to wear Adidas? It’s impossible. And why? Because these brands have become loved. Through brilliant marketing, they’ve bred a crop of fiercely loyal, intensely emotional brand diehards. They’ve taken a product, an item, an object and transformed it into an experience, a self-statement, a fulfillment of self. They’ve inspired true love.
In a recent guest post at Top Rank Marketing, former Saatchi executive Brian Sheehan broke down how companies can achieve this enviable feat. His ideas can be boiled down to five key sticking points.
- Have a rallying cry – Loved brands have a rallying cry. Whether it’s Apple breaking monotony or Dove helping you achieve your best self, loved brands rally their consumers around a single, powerful idea.
- Inspire people – Loved brands aren’t just about selling. They aim higher. Loved brands inspire their consumers to seek more, whether it’s with a lifestyle statement (Lenovo. For Those Who Do.) or a challenge (Lexus – The Pursuit of Perfection)
- Uncover the truth – Loved brands understand the truth of their consumers. They work tirelessly to find one key truth. They learn what matters most, and build their campaigns around that.
- Keep some mystery – Loved brands stay interesting. And mystery is intrigue. They maintain a constantly unfolding narrative that keeps consumers and brand admirers on the edge of their seat.
- Be intimate – Loved companies ask to enter your heart…not the other way around. Ritz-Carlton’s tagline switch from “Stay with us” to “Let us stay with you” is a perfect example.
People inherently don’t trust companies trying to sell them stuff. So elevate your brand and become loved. Which brands do you love and why?