Our starting point is to be clear as to what we imply by “love for a brand name“. The love of a brand is more comparable to the love of ice-cream than the love for a spouse.
Love for a brand is in fact a strong sensation of anticipation for something excellent, helpful or pleasant that we think with great certainty that we will get from the brand.
How do customers “fall in love” with a brand name?
Structurally, it takes place in the very same procedure as people falling in love with individuals. We all have beliefs as to what will please our requirements, what will be excellent for us and will make us happy. They form our pre-disposition to desire.
When a brand name is successful in being viewed by us as a concrete awareness of our abstract beliefs concerning what will benefit us (the pre-disposition) – the anticipation that the brand will benefit us is the result. The brand is thus viewed as a chance to accomplish the advantage that we have in our creativity.
This is likewise what takes place when we are seduced or fall for a partner, and this is also where the resemblance in between love for a brand and love as the basis for a relationship in between people, ends.
We prepare for that the brand name will be good for us and therefore we want it. The dedication that we have towards people and the shared pact that exists in relationships can never ever be formed towards a brand.
How do we produce the “Click”?
The process of developing a brand name begins with an insight. We utilize this to direct the innovative process by which we create a brand-new idea for providing the consumer with a benefit that recognizes his pre-disposition. This concept is the basis for the brand name.
How to influence the intensity of love?
The more the advantage of the brand is viewed as crucial and as uncommon, so will the feelings be stronger. There’s the concern of how far can the brand be relied on to provide such an advantage in a excellent and constant manner. Great management can ensure the 2nd factor. A fantastic technique is needed for the very first aspect.
What you are looking for is a benefit that is intuitively essential to the consumer, but not yet linked with your item category (I call this: Off-Core Differentiation). In this method, successful brands take pleasure in immunity from imitation by competitors, as what they are doing appears so unimportant to the classification.
The advantage can be intangible
Any off-core benefit is by definition an “added value” to the benefit stemming from the product itself, as the benefit from the item itself is naturally on-core. When De-Beers launched the brand name “Right-Hand Ring” in 2003, they produced a brand-new instrument to accomplish a social benefit.
How will the consumer “find” the brand?
It is easier for customers to fall in love with a brand name when they feel that “it comes from within them”, as opposed to it being “offered” to them. The usual marketing is “Satisfying Marketing” whose primary goal is to please the customer and satisfy him.
How will you turn your brand into a great program?
A great way to bring the brand name’s method to life is by utilizing the tools of “Drama Theory”. The success of a brand, which has an intangible value beyond the function of the item itself, depends on the consumer’s desire to accept something unbelievable as genuine, i.e. be in a trance (I call this “The Brand’s Trance”). Drama has been understood for centuries to put the love of a brand is more comparable to the love of ice-cream than the love for a spouse.
Love for a brand is in fact a strong sensation of anticipation for something excellent, enjoyable or useful that we believe with terrific certainty that we will get from the brand name. When a brand is successful in being perceived by us as a concrete realization of our abstract beliefs regarding what will be excellent for us (the pre-disposition) – the anticipation that the brand will be great for us is the outcome.
It is easier for consumers to fall in love with a brand when they feel that “it comes from within them”, as opposed to it being “offered” to them. The success of a brand, which has an intangible value beyond the function of the item itself, depends on the consumer’s willingness to accept something unreal as real, i.e. be in a hypnotic trance (I call this “The Brand’s Trance”).