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'Brand Love' More Hogwash Than Reality

Annals Of Brand Love

'Brand Love' More Hogwash Than Reality

By External Source

Annals Of Brand Love


"One of the great delusions of contemporary marketing is the fantasy of "brand love." The story line goes something like this: Consumers are in love with brands and want to "join the conversation" about brands, and enjoy "branded content," and "co-create" with brands, and have "brand relationships."
 
"This is the soundtrack for the tens of billions of dollars that have been pissed away on social media nonsense. Remember "like us on Facebook?"

Despite all the claptrap of marketing quacks, here on planet earth, consumers mostly don't give a flying shit about most of the brands they buy. As I've said about a million times (and Prof. Byron Sharp has said much more articulately in his book, How Brands Grow) most of what we call "brand loyalty" is simply habit, convenience, mild satisfaction or easy availability.

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"Recently Havas did a study of 350,000 consumers' attitudes toward 1,800 different brands in 31 countries. The results were released last week. Consumers said they would not care if 77% of brands disappeared tomorrow." -- Bob Hoffman, The Ad Contrarian

 

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Concerts

NXNE Announces 2025 Board of Advisors

From The Grammys to the people behind the biggest global artists, this collection of major music industry figures will lead the festival to new heights.

NXNE is celebrating its 30th anniversary this year from June 11-15, 2025 in Toronto, and the festival has put together a major team of music industry experts to help lead it into the future.

The NXNE Board of Advisors features veterans from all over the industry, from Canada to the world. They are top executives in radio, managers and booking agents of some of the biggest global stars, heads of the most prestigious award shows, strategists at renowned media brands and more.

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