POSTED BY: Pat Kinsley
What’s love got to do with it?
What’s love got to do with it?
It’s that time of year…
For one week only, shelves are fully stocked with roses, teddies and greeting cards. When we hear the words ‘love’ and ‘brand’ we automatically think of romantic items like special chocolates, flowers, perfumes, jewellery, fine wines, foods or even the likes of the tantalising Victoria’s Secret.
For many years in Neworld, we have worked with our clients to help them understand that they are the proprietors of their own destiny – the destiny of love. Here’s a piece from a Neworld client proposal circa 2007…
“LOVE YOU FOREVER
Wouldn’t it be fantastic if this was the emotional response of everyone and anyone who touched your brand? This is where the power of lifetime brand relationships comes into its own. One of the biggest challenges for brands is to constantly captivate their ever-changing consumer. You must communicate with them – tell them the story of what you do and how you do it. This narrative is a powerful strategic tool. Using clarity, consistency and character, this narrative is inherently linked to the core essence of your brand. It allows you to establish and build a loyal and emotional relationship with every potential customer and influencer on your brand.”
All brand owners harness the power to create long-lasting relationships with their customers. These relationships are most valuable to the brand because when maintained correctly, they ensure that their customers (fans) will always come back for more.
When nurtured to the fullest, these relationships can achieve the ultimate level of branding and create a love brand…
“LOVE BRAND (N.) DEFINITION:
a brand which delivers beyond your expectations of great performance, reaching your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without ever. Unlike a brand, when taken away, people will protest its absence rather than just finding a replacement.”
Because it’s the Valentine’s season I thought that it’d be an opportune time to get people thinking about the power and potential of their brands. Here’s a few to visualise what I’m talking about:
Aer Lingus: Whether it’s new or old branding. As soon as you board in a foreign country, you are already home.
Guinness: If you are a Guinness person, you are a Guinness person.
Apple: Because they always do what they always do. And people feel good about themselves when they’re seen with it.
Google: 24 hours a day, 365 days a year. It never says no to you.
So, like a lot of relationships, do you think that you might be taking your brand for granted?
Happy Valentine’s Day. Remember, great relationships build great brands…
PAT KINSLEY, FOUNDER AND MANAGING DIRECTOR
One of the original Brand Thinkers on this Island, Pat has spent the last 33 years extolling the virtues of branding as an essential commercial device that improves every company’s bottom-line. A native of New York City, he brought this passion to Dublin City and now it travels with him wherever he goes!