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May 24, 2016

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Use the Brand Love Curve to frame your strategy

In the consumer’s mind, brands sit on a Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Distinctive “Love” Brand for Life. At the Love stage, demand becomes desire, needs become cravings, thinking is replaced with feelings. Consumers become outspoken fans.

It’s this connection that helps drive power for your brand: power versus competitors, versus customers, versus suppliers and even versus the same consumers you’re connected with. The farther along the curve, the more power for the brand. It’s important that you understand where your brand sits on the Love Curve and begin figuring out how to move it along towards becoming a Distinctive “Love” Brand. With the power of connection, the brand can leverage that power into increased growth and profits.

To figure out your strategic options, you need to understand where you are on the Brand Love Curve, so that you can start to understand HOW to move to the next stage. A brand at the Indifferent stage needs to establish itself in the consumers mind, brands at the Like It stage need to separate itself from the pack and create a following, brands at the Love It stage need to tug at the heartstrings of those consumers who have shown some love in order to tighten the bond and finally those brands at the Distinctive “Love” Brand stage need to find a way to continue the magic and activate the most loyal followers turning them into fans.

Here is a guideline for Brand Leaders to use in their plans with the 16 possible strategies to use. For instance at the Indifferent stage, you can use a mind shift, mind share, new news or a turnaround to establish your brand in the consumers mind.