1) Managing a brand's relationship with consumers is similar to dating, going through stages of lust, attraction, and attachment over time. 2) To drive brand love, brands must identify prospects and strategies to inspire initial trial, ignite repeat purchases through great products and experiences, and provide unexpected innovation to inspire loyalty and advocacy. 3) Key drivers of achieving beloved brand status include never disappointing customers, over-delivering on promises, being surprising, standing by beliefs, and differentiating from competitors.

2. QUESTION:
WHAT ISTHE KEYTO LONGTERM
BRAND AND COMMERCIAL SUCCESS?

4. Managingyour
brand’s relationship
with consumers is
similarto dating.
Even the language of modern branding takes cues from
relationships, ‘attract’, ‘engagement’, ‘loyalty’....

5. Three stages of love
Relationship
BRAND
According to leading relationship expert Helen Fisher,
there are three stages of Love: lust, attraction and attachment.
Brands go through the same phases with consumers as partners do in relationships
Attachment
Loyalty and
engagement
Attraction
Usage driving
frequency
LUST
Promotion,
driving trial

6. short term
behavioural
responses
long term
brand preferences
emotional brand
associations
rational product &
pricing messages
system 2
system 1
Creating emotional connection drives the deepest relationships

7. Howto drive
brand love?
The process often involves:
1) Identifying the prospect and strategy
that will inspire desire and land you the
first date (promotions and purchase),
2) Igniting a spark that inspires more
dates (great product leads to repeat
business).
3) Consistently deliver wonderful
experiences (customer service).
4) Provide unexpected events (product/
service innovation), which will inspire
attachment, moving the relationship to
the next level of love (advocacy) and
commitment (loyalty).

8. 16%

10. Source:

11. 2. BEST EXPERIENCES
1. NEVER LETSYOU DOWN
3. OVER DELIVERING ON PROMISE
4. Surprising
5. Stands by beliefs
6. Different
We need to identify the biggest barriers to overcome
Criteria for success
Key drivers of achieving best loved brand status.
Source:

12. STAKEHOLDERSVISION OUTCOME REPUTATION
BUSINESS GOAL:
Double the size of
the business by 2019
(5 year plan)
PERFORMANCE
BRAND GOAL:
Increasing brand
consideration and
purchasing intent
AWARENESS
PREFERENCE
TRUST
COMMS GOAL:
Inspire people to speak
well of / recommend
the business
ADVOCACY
BRAND LOVE
CUSTOMERS
& SUPPLIERS
EMPLOYEE’S
KOFs
INVESTORS
GOVERNMENT
MEDIA
REGULATORS
COMMUNITIES
A STRONG,
GROWING,
RESPONSIBLE
COMPANYTHAT
ENGAGES ME
PERSONALLY
How do we getthere?
Aligning business, brand and communication goals.

13. FIVE GUIDING
PRINCIPLES THAT HELP
BUILD BRAND LOVE

14. 1. FACILITATE PASSION DRIVEN BEHAVIOURS
Reflecting strong desires to use the brand, to invest resources into it and to interact frequently with it.
Consumers are increasingly on a journey along the “path to purpose” rather than the “path to purchase”.
A recent study suggested consumers choose brands that engage them on points of passion and interest 42%
more often than they choose competing products which simply urge them to buy the goods being advertised.

15. 2. BUILD BRANDSThat
Symbolise OR FACILITATE
SELF BRAND INTEGRATION
Brands need to connect to life’s deeper meanings and important
values – self alignment features here.

16. 3. CREATE POSITIVE
EMOTIONAL CONNECTIONS
WITHTHE BRAND
Not just positive feelings, but a sense of attachment, bonding, an old friend.
An intuitive feeling of rightness about the brand.

17. Expertise and advice features here, create and leverage a feeling of anticipated
separation distress if the brand were to go away.

18. 5. maintain a longterm
relationship withthe brand
moving forward
Deliver intrinsic over extrinsic motives or rewards with marketing programs
that are frequent and on-going rather than one-shot and trial.

19. WANT TO TURN YOUR CUSTOMERS INTO FANS?
TALK TO ONE OF THE TEAM HERE AT FOREVER BETA TO SEE WHERE WE CAN HELP.
CALL Andy Bryant ON: +44 (0) 7776 293911
OR E-MAIL HIM AT ANDYB@FOREVER-BETA.COM