what has loved got to do with it?...does your brand love you?
Post on 14-Jul-2015
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What’s Love Got to do with it ?(Does Your Brand Love You?)
Max Blackston, Juan Pablo Carrera & Ed Lebar
Summary• What has love got to do with brand performance?
– Actually, quite a bit. Building brand love is a good start for
creating acquisition, retention, brand equity and pricing power.
But if marketers just focus on building and measuring brand
love, an enormous amount of potential brand performance will
be left on the table
• If there is strong brand love, then what is constraining
brand performance?
– Simply put, an appropriate emotional response from the brand.
BlackBar research in the USA and Mexico shows that about
half of the brands that are loved by consumers display a weak
emotional response ( see p.7 for details). As in any relationship,
a brand must return consumers’ love; otherwise, it remains
unrequited.
2
Summary Continued
• Why should marketers provide a strong emotional response from
the brand in the face of consumer love?
– Significantly higher social brand activity especially search and
recommendation/endorsement type behaviors
– Higher perceived value of the brand . . . pricing power
– Big improvements in usage and preference
• So it is obvious. Marketers must also make sure that consumer feel
the brand loves them!
3
What’s love got to do with it ? Having consumers that love your brand is
a good start; the more consumers there are that love it, the more there
will be that buy it; and the more that they love it, the more they should
buy it.
0
5
10
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30
35
1 A Brand IHate
2 3 4 No StrongFeelings
5 6 7 A Brand ILove
Pe
rce
nta
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of
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USA
Mexico
In BlackBar surveys in the US and Mexico, just under 50% of brands were rated on
the positive end (5+) of the Love scale. Although there was some divergence between
the two countries at the negative end of the scale, the percentage of brands rated
4 or higher was very consistent.
4
Do people use the brands they love ? People generally do
not buy brands they don’t love - or at least like; but the
opposite is not necessarily true; many people like brands
they do not buy – and sometimes they like them a lot.
In the USA, over a quarter of non-users and in Mexico just under a quarter of non-
users say they love or like a lot brands that they do not use.
11
6
8
14
10
17
47
42
13
12
8
6
5
3
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Non-UsersUSA
Non-Users
Mexico
1 Hate 2 3 4 No Strong Feelings 5 6 7 Love
5
Unrequited Love
The old line that "it
takes two to tango" is
as true of the
relationship between a
consumer and a brand
as it is of that between
two people. Unless
there is some
reciprocity in the
relationship, unless the
consumer's love for the
brand is met with an
appropriate emotional
response, then the
consumer’s love remains unrequited.
In fact, brands can and do act in
such a way that the consumer
experiences their actions as an
emotional response to their own.
6
How Brands Respond to the Consumer
BlackBar measures brands’ emotional response to the consumer in terms of the
inferred attitudes (examples 1-6 above) and personally directed behaviors
(examples 7-12) that consumers project on to the brand.
1. Cares about me (the brand thinks that my needs are worth caring about)2. Cares what I think (the brand values me/my opinion)3. Doesn’t talk down to me (the brand thinks I am on the same level)4. Shares my values (the brand values what I value)5. Makes me feel good about myself (the brand likes me)6. Helps me to express myself (the brand is interested in me)7. Provides a little treat for me8. Inspires me9. Connects me with other people10. Simplifies my life11. Brings back good memories12. Makes me look good to others
7
How Brands Respond to the Consumer
In the USA 37% and in Mexico 27% of brands were seen as giving no emotional
response at all to consumers. In both the US and Mexico, the median level of brands’
emotional response to consumers was just over 10% of the maximum.
20
30
40
50
60
70
80
90
100
0 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
Cu
mu
lati
ve
Pe
rce
nta
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of
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Percentage of Brand Attitudes Endorsed
USA
Mexico
8
How Brands Respond to Consumers’ Love
In both countries, brands that are not loved particularly mainly give no or a
weak emotional response to the consumer. Loved brands give either a weak
or a strong emotional response. In both countries roughly half of loved
brands give only a weak emotional response and half give a strong
emotional response.
What difference does this make ?
9
Social Activities with Loved Brands
In both countries the emotional response of loved brands – weak or strong – makes a
difference to the level of engagement with the brand in various social activities. In
particular, searching for it online, “liking” the brand, and recommending it to a friend
are all substantially higher for loved brands that respond strongly to the consumer.
10
Pricing Power of Loved Brands
In both countries the emotional response of loved brands – weak or strong – makes
a difference to the perceived value of brands. In both countries those rating loved
brands as worth more than they cost is 50% higher for those with a strong emotional
response.
11
Use of and Preference for Loved Brands
In both countries, loved brands with a strong emotional response have more users
than those with a weak emotional response; more importantly, the greater proportion
of these additional users are those who prefer the brand.
USA Mexico
29 3022
15
33
47
4667
0
10
20
30
40
50
60
70
80
90
Loved Brands with WeakEmotional Response
Loved Brands with StrongEmotional Response
Loved Brands with WeakEmotional Response
Loved Brands with StrongEmotional Response
use andprefer
use, oneof severalbrands
12
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