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Branding: All You Need Is Love

by William Arruda  |  
February 14, 2006
  |  16,642 views

As a marketer, you are quite aware of the connection between branding and emotion. Countless books and articles have been written about it in the past few years. It's clear that people make decisions in life based on emotion. And decisions about the brands with which we choose to associate are incredibly emotional.

"The heart has its reasons which the mind
cannot comprehend." Blaise Pascal

Jennifer Rice at Mantra Communications demonstrated just how emotional we are about brands. She typed "I love [specific brand]" into Google and noted the number of items Google returned. She did this for many well-known brands to see how much we really love them.

So I took the top five brands that had the greatest impact in the US and Canada in 2005 (according to Interbrand) and followed Jennifer's example to see how much we love them. And here's what I found.

Brandchannel
Survey Rank
Brand Name Google Items
Returned

#1

Google

149,000

#2

Apple

 61,300

#3

Starbucks

 17,200

#4

Target

 13,200

#5

Lance Armstrong

     677

Clearly, there's lots of lovin' going on with our favorite brands.


Love: v. A deep, tender, ineffable feeling of affection and solicitude toward a person, such as that arising from kinship, recognition of attractive qualities, or a sense of underlying oneness.

In his book, Kevin Roberts, CEO of Saatchi and Saatchi, argues even more strongly for the connection between emotion and the success of certain brands. He illustrates how some brands just command greater loyalty. He calls them "Lovemarks" and describes them as brands that inspire loyalty beyond reason.

To Advance Your Career, Be Loved


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William Arruda is a personal branding pioneer, the founder and CEO of Reach Personal Branding, and the author of Ditch. Dare. Do! 3D Personal Branding for Executives.

Twitter: @williamarruda

LinkedIn: William Arruda

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