Brand Building and the Love Strategy
“Love” has become a key ingredient in many marketing programs. Some recent rallying cries:
• “Get consumers to fall in love with our brand.”
• “Reach their hearts as well as their minds.”
• “Create intimate, emotional connections. Smother them with attention and affection.”
Does “love” work in marketing? Sure. As a matter of fact, falling in love is a good analogy for the branding process.
A young person falls in love and gets married. Now suppose the next year that same person meets someone who is better looking, wealthier and more fun to be with. Bingo, he or she changes spousal brands….
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