“I don’t want a ‘relationship’ with my brands. I want the best products at the best price.” — Jane Q. Public
In the era of interactive marketing and social media, there’s often a good deal of talk about how certain brands are successfully engaging their customers and creating an environment of “brand love” — or at least “brand stickiness.”
It’s not only consumer brands like Chipotle and Under Armour, but also B-to-B and hybrid brands like Intel, Apple and Uber.
As a person who’s been involved in marketing and advertising for well over a quarter-century, I tend to treat these pronouncements with a little less open-mouthed awe than others.
I get how when a brand is particularly admired, it becomes the “go-to” one when people are in the market for those particular products and services.
But the idea that there’s real “brand love” going on — in a sense similar to people forging close relationships with the people in their lives — to me that’s more far-fetched.
The marketing research I’ve encountered appears to refute the notion as well.
Case in point: In an annual index of “meaningful brands” published by the Havas MarComm agency, the research finds that very few consumers cite brands they “can’t live without.”
The 2015 edition of the Havas Meaningful Brands Index has now been released … and the results are true to form. Among U.S. consumers, only about 5% of the 1,000 brands evaluated by Havas across a dozen industries would be truly missed if they were no longer available.
It’s a big survey, too: Havas queried ~300,000 people across 34 countries in order to build the 2015 index. Broadly speaking, the strength of brands is higher in countries outside the United States, reflecting the fact that trust levels for leading brands in general are higher elsewhere — very likely because lesser known brands or “generics” have a greater tendency to be subpar in their performance.
But even considering the brand scores globally, three out of four consumers wouldn’t miss any brands if they suddenly disappeared from the market.
What are the exceptions? Looking at the brands that scored highest gives us clues as to what it takes to be a brand that people truly care about in their lives.
Samsung is ranked the #1 brand globally. To me, it makes perfect sense that the manufacturer of the most widely sold mobile device on the planet would generate a strong semblance of “brand love.”
Even in the remotest corners of the world, Samsung has made the lives of countless people easier and better by placing a powerful computer in their pocket. It’s only logical that Samsung is a brand many people would sorely miss if it disappeared tomorrow.
The second strongest brand in the Havis index is Google. No surprise there as well, because Google enables people to research and find answers on pretty much anything that ever crosses their minds. Again, it’s a brand that most people wouldn’t want to do without.
But beyond these, it’s plain to see that nearly all brands just aren’t that consequential to people’s lives.
With this in mind, are companies and brands spending too much energy and resources attempting to get customers to “care” about them more than simply to have a buying preference when the time comes to purchase products and services?
Related to that, is adding more “meaning” to a brand the answer to getting more people to express brand love? Or does it have far more to do with having products that meet a need … work better than competitors’ offerings … and are priced within the means of more people to purchase?
Havas — and common sense — suggests it’s the latter.
Do that stuff right, and a company will earn brand loyalty.
All the rest is just froth on the beer … icing on the cake … good for the psychological bennies.