Friday, May 21, 2010

I'm Lovin' It

What makes someone love your small business - or hate it?

There's a rather mysterious pull about companies that inspire strong feelings from their customers, but most agree that the opposite of love is not hate, but indifference.

I interviewed brand marketing guru B.J. Bueno about encouraging brand fanatics and managing brand detractors (he pointed out that some people even become brand terrorists, which I've actually seen) in a recent Smart Answers column.

It's much easier for entertainment brands to spawn love/hate relationships, mostly because we are hardwired to respond to stories. Check out these examples of fan-atic love for ABC TV's Lost, which ends its six-season run of sci-fi mega-madness this weekend.

Think that only TV shows and rock bands can inspire such loyalty? Think again and check out this shopper-produced YouTube anthem to Trader Joe's.

Now the only question is, how can your small business connect so strongly with customers that it inspires spontaneous poems and videos?

4 comments:

  1. You're so right. Have you ever seen this?
    http://www.lovemarks.com/

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  3. No, I haven't Petrea, but I will definitely check it out. Thanks!

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  4. It basically corroborates what you're saying. People declaring their brand love.

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