Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
  • Learned

Brands We Love

David has linked some great insights on how we feel about brands. No question in my mind great brands engender excitement and make us smile. Minis make me smile. Audis do the same.

Three Michigan researchers, Rajeev Batra, Aaron Ahuvia and Richard P. Bagozzi, have provided more depth to “brand love.” They conducted two qualitative studies exploring what a person means by loving a brand or other object and a quantitative study to identity its underlying dimensions and the output or value.

The qualitative studies found characteristics that subjects reported when discussing brands they loved. They included feelings that the loved brand:

1. is the best in every way from value, to key attributes, to experience.

2. connects to something deeper. Apple (the most mentioned loved brand was the iPod) represents

creativity and self-actualization.

3. creates emotional benefits like being happy, e.g. “Pinkberry frozen yogurt makes me smile.”

4. provides self-expressive benefits and high levels of WOM communication.

5. generates affection and warm-hearted feelings.

6. has a natural fit and harmony between people and the loved brands.

7. stimulates a desire to maintain proximity to the brand and even feeling “separation distress.”

8. engenders a willingness to invest time, energy and money into loved brands.

9. involves frequent, interactive contact with the consumer

10. has a long relationship history.

In the quantitative study, a brand love variable was found to predict loyalty, word-of-mouth communication and resistance to negative information.

The question then is how do these elements impact demand. Minis make me smile. So do Fiats. But I haven’t bought one. So, do love and loyalty matter when they aren’t married with a purchase and demand. Without that final step, we are only experiencing a superficial love of the brand anyway.

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