Do we love brands as much as people?
We all have used the L-word in reference to a favorite brand at one time or another.
But what if consumers who say they love a brand actually mean it with the same intensity as referring to a person?
Research shows that the emotions brought on by loved brands are just as intense as those evoked by a close friend.
Strange as it seems, study after study has shown that we don’t just consume or interact with beloved brands, we actually engage in relationships with them.
Knowing this, should marketers continue to keep thinking about consumers as targets and demographic segments?
Engaging consumers in a relationship with your brand might yield the most loyal customers of all, who think of your brand as closely as a person.