Brand love is a marketing concept I grew up with, studied it, believed in it, and in the last ten years, started to lose trust in it. Humans love their family, their pets, the places they go, themselves, and trust me, they do not love your brand of toilet paper, cleaning detergent, candy bar, or Pet Treat. Yet, we still believe that brand equity’s outcome is the love of a brand.
The Marketoonist has a great visual on the topic, it’s not new, but always a pleasure to engage with
So, what is happening in reality in people’s brains when advertising knocks on the door. They are exposed to brand messages; they are reacting with their emotions, paying attention, or ignoring the signals received, and they build connective memory structures. Yet rarely, if ever, they replace “the love of <<me>>” with “the love of Hertz” in their brains. Brands are signals of trust for generic product lines; they form a repertoire of choice consistent across categories; brands appear and disappear from peoples’ consideration set based on product performance, salience, and external perspectives (brand fame).
I see the role of advertising to strengthen those memory structures connected to brands, to keep on repeating consistent brand messages, that will resonate at point of sales in unconscious ways. Because even there, where we think humans are analyzing every single purchase decision with care, they are acting on instinct too. But we can nudge the instinct, by building memory structures.
When was the last time you thought the brand you work on is bigger than life?