Love the brand, not just the product

June 19, 2006 by  

I heard an interesting quote recently:
“Consumers want to fall in love with your brand, not only your product.”

The context is marketers often fail to take consumers to the next level of a relationship with the brand.

Apple is an often-cited example of how consumers fall in love with the entire brand. In recent years, the iPod has become responsible for introducing consumers to the brand, gaining trust and hooking them in. “Land and expand.” In a recent list of the most significant products by Apple in the past 30 years, a senior editor at made a great observation:

Apple Multi-Color Logo DecalThe Apple decal:
In addition to their primary purpose, certain places have been deemed worthy for the display of
hallowed images--the battered case of a well-loved guitar, the outside of 7th grader’s binder, and the rear window of just about any automobile. When was the last time a [Microsoft] Windows sticker adorned any of these spaces? Often passed over as nothing more than a tschochke slipped into the packaging of every new Macintosh, the Apple decal represents the spirit of and the enthusiasm for Apple and its products. It’s the rare company (and machine) that can boast the kind of loyalty that builds communities. –CHRISTOPHER BREEN

ADDENDUM: As luck should have it, hours after I posted this message I came across a similar themed article in USA Today. Check this out:
Automakers hope love for car equals love for brand

So how about your brand? Is there a reason to love it beyond one cool product?

What do you think? Please post your comments. Thanks.

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