A few years ago, the concept of brand love or ‘lovemarks’ was very much in vogue. This was the idea that consumers could develop a relationship with a brand beyond simply being happy with their purchase. That they could feel such a strong, emotional connection with a brand that it’s akin to love. Advertising agency folk can be very persuasive. Brand managers lapped it up.
Does Brand Love Really Exist?
People can develop strong attachments to brands.
Brands can form part of one’s identity and become a means of self-expression. When someone wears a luxury fashion brand or buys the latest MacBook, it displays their values or status. It says something about them.
Brands can also foster community and a sense of belonging. A well-known case study is Harley Davidson. Riding a Harley doesn’t just mean owning a motorcycle. It’s a symbol that connects you to a tribe. The same can apply to beer brands or any brand that involves paying a membership fee or subscription.
We all have our favourites across different categories. The brands we buy most often or the ones we wish we could afford. We see these as integral to our daily lives.
But Let’s Get Real
While we may appreciate, admire, and even advocate for certain brands, calling it "love" is pushing it. We engage with hundreds, if not thousands, of brands. We can’t possibly build relationships with them.
True love is a deep emotional investment. It’s reserved for our families, friends and for some people it extends to their pets. Real love requires time, commitment, and sacrifice, qualities we’re unlikely to extend to our shampoo or coffee brand. Most of us struggle to maintain meaningful relationships with the people in our lives, let alone with our go-to trainers or mobile phones.
As I pointed out in a previous article, brand loyalty doesn't really exist. While we may have our preferences, we’re always open to giving other brands a go if they meet our needs or offer something new.
Should We Drop the Idea of Brand Love?
The concept of "brand love" can be useful as a metaphor. It’s a prompt to create emotional and engaging brand communication, to understand consumers on a deeper level. But taking it literally is a mistake.
Consumers won’t fall in love with your brand in the true sense, so don’t waste resources trying to make that happen.
The better approach? Aim to become a valued part of consumers’ lives without overstating your role. Build trust, spark desire, and show relevance. But remember: people have far more important relationships to invest in. They’ll only give a brand so much of their time and attention.